THE HUMAN ACCOUNT

A groundbreaking resource

to change the way we design

for financial health

6 COUNTRIES  |  35 SEGMENTS  |  1.98 BILLION PEOPLE TO SERVE 

 

Three billion people globally are underserved by the financial sector.

Simply giving them accounts has not lead to meaningful usage. To create more compelling services, we need to better understand their financial lives.

Our segmentation provides data, insights, and a framework for understanding people that fundamentally shifts the traditional demographic based view of customers by describing and measuring the behaviors, strategies, and motivations that shape their financial lives.

It enables providers to design and deliver products that resonate with customers and support their financial health. Learn more about our 35 unique customer segments across 6 countries and explore the data for yourself.

SEGMENTATION


 

35 unique segments representing 6 countries brought to life with integrated qualitative insights and robust data analysis

DATA


 

78 in-depth profiles and 6 national datasets representing 1.98 billion people, describing people's financial context, behavior and psychology

TOOLS & RESOURCES


 

Download the data, analysis, and research and design toolkit here

APPROACH & METHODS


 

A groundbreaking resource to change the way we understand people's financial lives and design for financial health.

WE ENVISION

A world that designs

for financial health  

Contact us or subscribe below to learn more

 

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 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.