Modest Upholders

41% of Pakistan | 52.8 million people

aspiring, deliberate, scrupulous

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Watch Sadia's

Short Documentary

SADIA'S STORY

Meet Sadia

 

“My husband cannot be bothered with the dramas and expenses of the household.”

Sadia is a middle-aged woman and mother of five (ages 7-16), living in Rawalpindi. She runs a small tailoring business from the from the home to raise extra income to supplement her husband’s earnings. He works at a steel mill and earns a regular salary, though with so many kids she feels her family’s finances are tight. Sadia’s mother cared for her daughters very much and believed Sadia would be best served by marrying within the family and arranged her marriage. After her marriage, she was sent from her home in Lahore to live with him in Rawalpindi. Sadia’s main motivation is to be a good mother and in particular to provide her four daughters the tools they will need to be secure and financially independent in life. She pushed her husband to support their daughters’ education - at least through secondary school. Monthly school fees are a burden, but she succeeded in making them a priority within the household.

Sadia believes she has a mind for business and when her daughters graduate she hopes to employ them to help her scale her tailoring business. 

With her future business aspirations in sight, what financial decisions have Sadia made to actionably work towards this vision?

 
 

SEGMENT OVERVIEW

Modest Upholders,

by the numbers

Like Sadia, Modest Upholders are mostly low to middle income rural women who are poorly educated and married. Approximately 52.8 million people (41% of the Pakistan population) fall in this segment.

Modest Upholders

Pakistan Average

GENDER (FEMALE)

79%

51%

AGE (25-44)

65%

60%

SOCIOECONOMIC (SES 1-2)

49%

40%

HIGH INCOME VOLATILITY

65%

46%

Modest Upholders experience moderate to high income volatility at above average levels for Pakistan,

yet they are among the most effective expense managers.

Financial Behavior & Attitudes

SAVINGS BEHAVIOR & ATTITUDES

Modest Upholders are deliberate, goal-based savers, with about half of the segment saving on a frequent basis.

SAVINGS ACCOUNTS

While their rates of formal account and mobile wallet ownership and usage are well below average, they are above average members and users of informal groups when it comes to savings.

BORROWING BEHAVIOR & ATTITUDES

They exhibit high dependability and comfort holding debt. This leads to average borrowing frequency within Modest Upholders, as compared to the national average.

BORROWING ACCOUNTS

Though most borrow through family and group channels, they do so at very infrequent rates. They almost never borrow using mobile money.

Modest Upholders

Pakistan Average

Explore our complete set of findings:

 

DESIGN OPPORTUNITIES

How might we create products and services

for Modest Upholders that...

Improve Financial Literacy

Design products to improve financial literacy and support investments in education

Create Inclusive Experiences

Change marketing and branding to overcome negative perceptions of financial institutions for women

Build Upon Existing Routines

Offer goal-setting, saving, and planning, rather than expecting novel behaviors from the consumer

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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.