Confident Planners

17% of Pakistan Women | 10.6 million people

effective, conscientious, investment-minded

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SEGMENT OVERVIEW

Confident Planners,

by the numbers

Relatively well-educated, affluent, and married, Confident Planners are younger than average effective household managers. Approximately 10.6 million (17% of the adult female

Pakistan population) fall in this segment.

Confident Planners

Pakistan Women Average

AGE (25-44)

78%

64%

SOCIOECONOMIC (SES 4-5)

49%

40%

HIGH INCOME VOLATILITY

51%

48%

Despite high income volatility, Confident Planners report little trouble meeting expenses and they are confident in their ability to pay household expenses. They enjoy near the highest level of financial health among Pakistani women segments, exhibiting strong financial behaviors across all metrics except for shaping income. Most Confident Planners primarily manage finances through family.

Financial Behavior & Attitudes

SAVINGS BEHAVIOR & ATTITUDES

Among women, Confident Planners are the most effective segment at building reserves and are the most frequent savers across the largest number of channels.

SAVINGS ACCOUNTS

Of those who save, most save monthly or more, primarily through family. Though they report average rates of mobile wallet ownership and informal group membership, their usage rates across each channel is low.

BORROWING BEHAVIOR & ATTITUDES

About half borrow and over one-third borrow frequently on a monthly or more frequent basis. Yet, almost none consider themselves dependable and over two thirds report low comfort holding debt, likely driving most to borrow from family.

BORROWING ACCOUNTS

No Confident Planners borrow through mobile money and few borrow through informal group channels.

Confident Planners

Pakistan Women Average

Explore our complete set of findings:

 

DESIGN OPPORTUNITIES

How might we create products and services

for Confident Planners that...

Build on Existing Routines

Offer features such as goal-setting, saving, and planning — rather than expecting novel behaviors

Foster a Sense

of Control

Incorporate features

that allow easy

monitoring of

account activity

Are Simple & Convenient

Leverage mobile platforms and overcome Confident Planners’ tendency to view financial services as complex

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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.