Educated

Planners

27% of Kenyan women farmers | 3.9 million people

confident, positive, digital

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SEGMENT OVERVIEW

Educated Planners are mostly young, married women with secondary school education. Farming is an important source of income for them, as are self-owned businesses and formal work. Approximately 3.9 million (27% of Kenyan female farmers) fall in this segment.

Educated Planners

Women Farmer Average

AGE (25-34)

31%

28%

SOCIOECONOMIC (SES 4-5)

40%

26%

INCOME FROM FARMING

44%

40%

Educated Planners have strong financial health. They have a higher and more stable income than average, and their high conscientiousness and low impulsivity mean that the vast majority have a plan to manage their expenses.

Financial Behavior & Attitudes

Educated Planners

Women Farmer Average

Educated Planners,

by the numbers

SAVINGS BEHAVIOR & ATTITUDES

Nearly all Educated Planners save, with more than three quarters saving monthly. Their financial circumstances afford them an ability to build long-term reserves.

SAVINGS ACCOUNTS

Educated Planners have a fairly diverse saving strategy. They have a significant preference toward saving through their mobile wallets.

BORROWING BEHAVIOR & ATTITUDES

Educated Planners borrow relatively frequently, although they prefer to not complicate their financial lives with debt, as they are accustomed to having a plan for their expenses and a strategy around savings.

BORROWING ACCOUNTS

Educated Planners are significantly more likely to borrow through formal channels. Their preference is borrowing through family, and they also regularly borrow through mobile accounts and groups.

 

DESIGN OPPORTUNITIES

How might we create products and services for Educated Planners that...

Promote Long-Term Savings & Investments

Offer goal-based savings products for medium- to long-term needs such as children’s education and healthcare

Build Self-Esteem

and Agency

Offer positive reinforcement through congratulatory messaging, tiered incentives, and aspirational communications

Harness Their

Influencer Potential

Empower them to be influencers within their communities, to rally the adoption of mobile wallets among other female farmers

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This Kenyan Women Farmer segment analysis was completed through the support of Mercy Corps AgriFin Accelerate and Safaricom.

 The Human Account is led, created and developed by Dalberg with Rockefeller Philanthropy Advisors, and funded by the Bill & Melinda Gates Foundation.

 

Local partners are Lagos Business School in Nigeria, Ashoka University in India, not-for-profit development finance company, Karandaaz in Pakistan, and research and advisory firm, Busara Center for Behavioral Economics in Kenya.