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

38% of Pakistan Women | 23.9 million people

diligent, investment-minded, financially stressed

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AISHA'S STORY

Meet Aisha

 

“I trust my husband and my family the most.

I blindly trust them.”

As a child in Lahore, Aisha was close with her four sisters and two brothers. Even though their father passed when she was young, it was his wish that they all finish matriculation, and Aisha’s mother saw this dream come to pass. Aisha and Tariq married after she finished school. Soon after, Tariq heard about a lucrative opportunity to work as a day-laborer on a chicken farm, but it would mean moving away from their home in Lahore. Aisha was worried about the move and sad at the idea of leaving her family behind, but after some discussion they agreed it would be the best opportunity to start building towards their shared dream of one day owning a beautiful home, and starting a family. Though she considers herself an equal in terms of decision-making, when she married Tariq, Aisha gave up social capital with her family (especially her sisters) to invest in her partnership with him. As a result she is highly dependent on him for information and opportunities outside the house. Luckily, she feels her husband has made strong connections of his own - trusted colleagues, friends, and neighbors - and together they rely on his social network for support in times of need. Aisha has come to value his social connections above her own.

 
 

SEGMENT OVERVIEW

Careful Strivers,

by the numbers

Careful Strivers are mostly middle-aged, low-income, rural, married women with little education. Approximately 23.9 million (38% of the adult female Pakistan population) fall in this segment.

Careful Strivers

Pakistan Women Average

AGE (25-44)

64%

64%

SOCIOECONOMIC (SES 1-2)

53%

40%

HIGH INCOME VOLATILITY

69%

48%

Careful Strivers struggle to maintain financial health. Over two-thirds experience

high income volatility and over half are not confident in their ability to cover expenses.

Financial Behavior & Attitudes

SAVINGS BEHAVIOR & ATTITUDES

Most feel they do not earn enough to save and save infrequently, making them the second least frequent savers among women. 

SAVINGS ACCOUNTS

Of those who save, most do so through family. Few use formal accounts or informal groups. Their rates of mobile wallet ownership are below average, as are their usage rates across each of these channels for saving.

BORROWING BEHAVIOR & ATTITUDES

They borrow at relatively higher rates despite a low sense of dependability, though still most do not borrow. However, just under a third do so frequently, primarily from family, making them the second most frequent borrowers among women.

BORROWING ACCOUNTS

The exhibit low rates of informal group borrowing membership, and almost no Careful Striver borrows through mobile money, in common with all Pakistani women.

Careful Strivers

Pakistan Women Average

Explore our complete set of findings:

 

DESIGN OPPORTUNITIES

How might we create products and services

for Careful Strivers that...

Offer Flexible

Terms

Reduce risk of noncompliance and enable careful strivers to succeed even when times are hard

Embed Reward Incentives

Build positive incentives and rewards into products that nudge them towards good financial habits and reinforce healthy behavior

Integrate Support Mechanisms

Careful Strivers view financial services as

complex and may need

extra guidance

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