27% of Kenyan women farmers | 3.9 million people
confident, positive, digital
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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.
Women Farmer Average
SOCIOECONOMIC (SES 4-5)
INCOME FROM FARMING
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
Women Farmer Average
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.
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.
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.
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
Offer positive reinforcement through congratulatory messaging, tiered incentives, and aspirational communications
Empower them to be influencers within their communities, to rally the adoption of mobile wallets among other female farmers
This Kenyan Women Farmer segment analysis was completed through the support of Mercy Corps AgriFin Accelerate and Safaricom.