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Building Women-Focused Finance
#bwffconf
Building Women-Focused Finance: The Global-Local ExperienceBettina Wittlinger de Lima
Women`s World Banking
#bwffconf<Speaker Social Media>
Building Women-Focused Finance
#bwffconf
2
How can Institutions ensure gender focus when introducing rural products?
Objective of the Rural Project in Latin America: Develop rural credit products with a gender sensitive approach
Products • One Product• Focus on rural micro
businesses
• Basket of 5 rural products ; one specific women product
• 3 rural products: one specific women product
Strategy • Strong marketing campaign• Hiring of female loan
officers
• Marketing around new products
• New commercial channels
• Focus on direct marketing by loan officer
Building Women-Focused Finance
#bwffconf
3
How to reach rural women: Female Loan officers and/or gender training?
Gender training
Generates knowledge on different behavior, expectations by gender based on country data
Awareness building within Institution: women as potential market, competitive advantage
Rural women activities get recognized as business opportunity
Female loan officers: no significant impact in Latin America, but in Muslim countries
ParaguayDisbursements to women/Month **
Participation of Women clients/Portfolio
(Oct 2013)
Male Loan officer 4 31%
Female Loan officer 6 36%
EgyptDisbursement to women/Month *
Participation of Women clients/Portfolio
(Sept 2013)
Male Loan officer 3 30%
Female Loan officer 14 100%
* Disbursement July-Sept 2013** Disbursements Aug – Oct 2013
Building Women-Focused Finance
#bwffconf
4
Tailored product(s) to client’s needs and/or specific product focusing on women clients?
Needs depending on life cycle
Barriers Internal External
Profiles Collaborator Entrepreneur
Rural Credit Products / Specific product for rural women
First results from Rural Project with gender focus in Latin America
Institution/Country
Rural Products with gender sensitive approach Loans disbursed to rural women %
Fundación delamujer/ Colombia
Basket of rural products: women focused on animal husbandry & “Agromujer”, specific product targeting transformation activities made by women; allowing both spouses to access loans at the same time
59%
Caja Arequipa / Peru
“Superate mujer”: Specific product targeting women with less requirements
71%
Interfisa / Paraguay
Nde Valé – generic rural product for both gender but with a marketing campaign focused on rural women and their families 33%
Building Women-Focused Finance
#bwffconf
5
Role of communication and awareness building to reach rural women
• Rural Women focus on family, household and collaborate with husband’s activity
• Considered as “housewife”,• Main sources of information: family (husband,
son), neighbors, milk collectors …. due to limited mobility
Interfisa
Objective of the campaign: Enhance the visibility and inclusion of productive activities, regardless of gender, in rural areas, but Visual communication directed to women and their families
Need for communication
Ensure that women recognize their activities as important source of income
• Rural Women focus on family, household and collaborate with husband’s activity
• Considered as “housewife”• Main sources of information: family (husband,
son), neighbors, milk collectors …. due to limited mobility
Building Women-Focused Finance
#bwffconf
Thank you