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> Posted by Jasmine Thomas, Program Officer for International Financial Capability & Asset Building, Citi Foundation

The Financial Inclusion 2020 campaign at the Center for Financial Inclusion at Accion is building a movement toward full financial inclusion by 2020. Accordingly, this blog series will spotlight financial inclusion efforts around the globe, share insights coming out of the creation of a roadmap to full financial inclusion, and highlight findings from research on the “invisible market.”

Lately, I’ve reflected upon the motto of a former clothing retailer that operated in the U.S.— “An educated consumer is our best customer.” In recent years, more NGOs, microfinance institutions, and financial service providers are beginning to embrace this notion. They are devoting more resources to building the financial skills of low-income microfinance clients and small savers, and increasing knowledge in the field about what helps them maintain positive financial behaviors.

Saving for the Big Day

So, does investing in the financial capability of clients really benefit both service providers and clients? Women’s World Banking and SEWA Bank in India believed that both investing in and ensuring that clients’ financial needs and goals were met would produce social and economic benefits for the institution and the clients. With our support, the organizations implemented Project Samruddhi to test this theory by embedding financial education within their core banking operations. To support clients’ efficacy, saathis, or bank agents, were taught how to embed short, concrete financial education messages in routine client banking interactions and services.

SEWA Bank and WWB also designed and launched a savings product that targeted clients’ specific financial goals, like paying for a daughter’s wedding. Each client established a savings plan, including the total amount needed as well as the frequency of deposits. A mobile phone app enabled clients with low literacy skills to visually see how their savings accumulated with each transaction. These regular graphic visuals of their progress fueled their motivation and sense of empowerment to continue saving to meet their goal. To measure client results, WWB assessed teller-client interactions, bank transactions, and client feedback.

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