> Posted by Sonja E Kelly, Fellow, CFI

When we define financial inclusion, we need to think about the unique perspectives of each client. Financial inclusion is empty if it doesn’t add value to clients’ lives in some way. It’s essential to consider how financial inclusion would make the life of each individual better – which services are working for them and which aren’t. Along these lines, products should be framed, designed, and marketed relative to client needs. Instead of only thinking of how can we get more people to use a particular product, we should also be thinking about the needs of our prospective clients and how can we design products that meet those needs.

Constance Considers Financial Inclusion is a new CFI video, created by Elisabeth Rhyne and me, that tells the story of a fictional woman named Constance. Sharing some of the dimensions and needs in the life of Constance, the video shows how financial services could support her. We introduced the video earlier this week at the 6th African Microfinance Conference in Durban, South Africa, where we are pleased to say it was quite popular.

Constance is representative of one client, and her needs don’t necessarily totally reflect the needs of other prospective clients. But we can draw inferences from her story about the kinds of needs that providers and policymakers should consider when advancing financial inclusion. For more on incorporating client perspectives in advancing financial inclusion, check out FI2020’s Roadmap to Inclusion.

Have you read?

How to Sell Lawn Seed, or the Importance of the Client Perspective

Connecting the Pillars of Client Protection

Client Protection Stakeholders Speak Out