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.

Communal Elites

21% of Pakistan | 27.1 million people

trusting, open-minded, wealthy

Click below to learn more:

Watch Fahad's

Short Documentary

FAHAD'S STORY

Meet Fahad

 

“A lot of people from my neighborhood rely on me. And when they need me, I help.”

Fahad is a successful patriarch. Though he himself did not finish his education past grade 5, he is a progressive man and a strong believer in education. Twenty-five years ago, he moved to Dhok Maliyar, a town in Islamabad with no more than 7,000 residents. In the years since, Fahad has provided for a large family, and become an anchor in the community who is seen as someone people rely on. Fahad built his career as a carpenter, but despite his experience, his success in business has been mixed. He has previously entered partnerships with jewelers, which helped secure business, and he even became a sole owner of several showrooms. However, these arrangements did not safeguard him against the competing carpentry talent, done by workers who were more efficient but produced lower quality furniture. Eventually, many of Fahad’s partnerships discontinued and with the loss of business, he was no longer able to pay his staff.

Despite the business hardships that Fahad has faced,

what does his long-term 10 year financial vision look like?

 
 

SEGMENT OVERVIEW

Communal Elites,

by the numbers

Like Fahad, Communal Elites are the wealthiest and best educated segment, and are often older married men living in rural areas. Approximately 27.1 million people (21% of the Pakistan population) fall in this segment.

GENDER (MALE)

64%

49%

AGE (18-34)

42%

43%

SOCIOECONOMIC (SES 4-5)

55%

40%

Communal Elites

Pakistan Average

HIGH INCOME VOLATILITY

27%

46%

Most Communal Elites experience low income volatility, the lowest amongst segments. Over half report confidence in their ability to pay household bills on time, the highest rate amongst segments.

Financial Behavior & Attitudes

SAVINGS BEHAVIOR & ATTITUDES

Communal Elites are Pakistan's most frequent savers across all measured channels, suggesting many may employ a diverse savings strategy. Given that they are also deliberate savers, it appears Communal Elites are fairly purposeful in their financial management.

SAVINGS ACCOUNTS

Out of all savings channels, they use informal groups and formal accounts the most. Their mobile wallet usage is similar to the national average.

BORROWING BEHAVIOR & ATTITUDES

As they are Pakistan’s second least frequent borrowers, nearly half of Communal Elites never borrow. Only half of the segment are comfortable with holding debt.

BORROWING ACCOUNTS

While they prefer to borrow with family, they also do so with banks and informal groups. They rarely use mobile wallets to borrow money from others.

Communal Elites

Pakistan Average

Explore our complete set of findings:

 

DESIGN OPPORTUNITIES

How might we create products and services

for Communal Elites that...

Offer Greater

Financial Security

Help them manage the financial impact of their role within social networks, and move their social financial activity to secure channels

Prioritize Personal Financial Goals

Offer planning and prioritization functions

that help them save

for big, longer-term

life goals

Provide Mobile Flexibility

Feature phones, including existing DFS accounts

and other USSD-based services

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