Networked Elites

17% of Pakistan Women | 16.2 million people

moderate, confident, wealthy

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SEGMENT OVERVIEW

Networked Elites have the highest socioeconomic status of all segments, of younger to middle age,

and notably financially healthy. Approximately 16.2 million (17% of the adult female

Pakistan population) fall in this segment.

Networked Elites

Pakistan Women Average

AGE (25-34)

28%

N/A

SOCIOECONOMIC (SES 4-5)

61%

40%

HIGH INCOME VOLATILITY

18%

48%

Networked Elites plan little for expenses and perhaps do not stay in control of them. They enjoy low income volatility and have the highest overall confidence in being able to cope with an emergency, but are less confident in their ability to pay everyday household expenses.

Financial Behavior & Attitudes

Networked Elites

Pakistan Women Average

Networked Elites,

by the numbers

SAVINGS BEHAVIOR & ATTITUDES

Networked Elites are among the most likely segments to save and on a moderately frequent basis. They use more savings channels than other segments, although family remains their main savings destination.

SAVINGS ACCOUNTS

They save mostly through family, but will also save through informal groups. They almost never save using mobile money.

BORROWING BEHAVIOR & ATTITUDES

Most Networked Elites never or rarely borrow. Just under a third borrow, and only sixteen percent borrow frequently.

BORROWING ACCOUNTS

While they save actively with family and at home, and family is their most-used borrowing channel, they borrow from family less frequently than average. However, they show a greater than average tendency to borrow with informal groups and banks. None borrowed using mobile money.

Explore our complete set of findings:

 

DESIGN OPPORTUNITIES

How might we create products and services for Networked Elites that...

Encourage Regular Engagement

Translate their trust for financial institutions into formal channel use that builds greater collaboration and information-sharing within households

Promote Personalized Offerings

Offer premium features

such as account insights

that inform and drive appetite for better

financial management

tools

Offer Personalized Convenience

Build in integrations

at the POS (Point of Sale)

for favorite merchants

to add relevance

to products

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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.