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.

Careful

Strivers

32% of Kenyan women farmers | 4.6 million people

driven, optimistic, planners

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SEGMENT OVERVIEW

AGE (25-44)

60%

54%

SOCIOECONOMIC (SES 1-3)

76%

74%

Financial Behavior & Attitudes

Careful Strivers

Women Farmer Average

SAVINGS BEHAVIOR & ATTITUDES

Of female farmers, they save the most frequently, with more than three quarters saving monthly or more. Many save with a goal-based and general savings strategy, although their deliberateness may be limited by their difficult financial circumstances.

SAVINGS ACCOUNTS

Careful Strivers' saving strategy is the most diverse across female farmers, with the majority using two or more channels every quarter - be it saving with banks and cooperatives, informal groups and friends, home savings and mobile money.

BORROWING BEHAVIOR & ATTITUDES

Virtually all Careful Strivers borrow, and nearly four-fifths do so quarterly or more, the leading rate among women farmers. They have the second strongest sense of their own dependability and highest comfort holding debt among women farmers.

BORROWING ACCOUNTS

They borrow through a diverse range of channels, leading women farmers in borrowing from informal groups and friends, their preferred source of credit, as well as family and mobile wallets

 

Careful Strivers, 

by the numbers

Careful Strivers are mostly low to middle income rural married women who are active in farming or who are self-employed. Approximately 4.6 million (32% of Kenyan female farmers) fall in this segment.

Careful Strivers

Women Farmer Average

INCOME FROM FARMING 

51%

40%

Careful Stivers are highly active financial managers across channels. They primarily manage their money through informal groups and friends, family, and mobile wallets. Across all three channels, they have the leading rates of saving and borrowing among women farmers. Driven by their sophisticated financial management, Careful Strivers are the second healthiest segment financially.

 

DESIGN OPPORTUNITIES

How might we create products and services for Careful Strivers that...

Promote Long-Term Savings Habits

Leverage their comfort with savings to protect some of their income for larger, future needs in the face of recurring short term challenges

Help Grow Their Small Businesses

Bundle savings and credit features to offer access to capital to support business growth 

Leverage Their

Mobile Wallet Use

Offer new tailored services at the right price that take advantage of their familiarity with tech 

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