Scale2Save Campaign
Micro savings, maximum impact.
A basic account is a secure entry point for previously unbanked people to become financially more resilient. It also opens a whole world of opportunities – be it for investing in education for themselves or their children, or in growing their businesses.
By Weselina Angelow
In the words of one of the customers of a Scale2Save initiative, implemented in partnership with Centenary Bank:
“I got to know about CenteXpress account from my friend who helped me open the account. I learned about its benefits from my friend and I also
started opening accounts for other students (through the digital link feature)
I have greatly benefited from CenteXpress through the commissions that I have received for opening accounts for others. Further, my parents send me school tuition digitally via CenteXpress. I also use it to buy airtime. More importantly, it helps me save the little amounts that I can set aside from my tailoring business.”
Nakayima Magret, Student and tailor. Kikuubo, Masaka, Uganda.
Between 2016 and 2022 Scale2Save financially included more than 1.3 million women, young people and farmers in Kenya, Uganda, Nigeria, Morocco, Senegal and Côte d’Ivoire that helped us better understand – especially in the midst of a pandemic – how, when and why savings contribute to household wellbeing, financial resilience or (creating) business opportunities of or for the people served.
- Given that the majority of customers are low-income, investments in expanding, restarting, or opening a business can increase income quickly, thereby improving customers’ economic status and financial stability. On average, about 49% used their savings for investment purposes, and most of the time for business-related investments. Almost all financial service providers recorded use of savings for businesses purposes across nearly half of their customers who’d used their savings, 50% of them being male adults. Business investment was also common among adult women. This largely stems from the fact that certain partner FSPs purposely targeted female micro-entrepreneurs and encouraged them to save toward the purchase of a productive asset or another business-related goal. If small balance savings play such an important role for small businesses to sustain, how much more a loan attached to it can assure small business to grow and help create jobs? Something worth exploring going forward.
- Beyond business investments, approximately 20% of customers used their savings to cover household needs or to finance educational needs.
- 32% of customers across the target FSPs, indicated that they had experienced some type of shock since they opened their account. 65% of customers who reported experiencing one or multiple shocks indicated that they had used some of their savings to cope with these emergencies.
- Gender and age aspects matter hugely, but also location and income levels for driving inclusive savings. The research observed differences between ways in which young female customers and young male customers used their savings. Young males more frequently use their savings for business-related purposes, while young females more often use savings for consumption smoothing and for other household-related expenses.
12 unique business models tested
Scale2Save tested and explored 12 very unique business models with a broad range of financial services partners to prove the viability of low balance savings and understand how the institutional model affects the ability to serve the low-income market. Seven of these service partners being WSBI members of which three (BRAC Uganda Bank Limited, Finca Uganda, LAPO Microfinance Bank Nigeria) joined the WSBI family through Scale2Save.
- The variety of institutions created a whole world of experience that all worked towards the same goal: build partnerships and solutions that are intentional and simple but meet the needs of the specific customer segments they are serving.
- Sometime this journey was painful, accompanied by repeated trial and error, endless data segmentation and interpolation, all accompanied by an enormous agenda for cultural change to sensitize all value chain actors for what it takes to offer digital savings to low-income people.
- Here again, female preferences as for the type of information they wish to receive have to be taken into account. It was revealing to us that, across the board, product features seemed to matter less to women than information about channel features and fee structures followed by the need for personal touch points.
- Digital has been a game changer throughout and not just during COVID but needs to be handled with a gender lens and accompanied by human touch if it is to be successful. If a product worked for women, it equally tended to work for men.
- The local sales forces, roving agents, field officers, family & friends equipped with digital devices were incremental for creating the volumes of transactions and deposits needed for making the business case for small balance savings work.
- Financial education – in particular personal nudges – that take women needs and the digital gender gap into account are considered incremental for improving digital account usage.
Research
Scale2Save became a strong brand and a community of practice that conducted useful sector research, collaborated with a wide array of sector players and that facilitates disseminating the learnings amongst our members and strategic partners.
Our sector research
For four years in a row, The State of Savings and Retail Banking Sector Series that we put out in partnership with FinMark Trust shed light on innovative models, applied by the now 27 WSBI member institutions in 20 countries on the African continent, sometimes enriched with insights from other sector players such as MNOs, Fintechs, the national Financial Sector Deepening units, the most recent on the state of SME Finance and separately on Innovative Agric Platform models on the African continent.
Collaboration with sector players
- Jointly with Efina (the lead Financial Sector Development Organization in Nigeria) we piloted a customer segmentation tool that creates different customer personas and allows Nigerian financial sector players to define their pro-women or pro-youth financial outreach strategies and that has already generated interest from other financial markets.
- Together with Centenary Bank and Bank of Uganda (BoU)– the Central Bank – we tested the CGAP customer outcome framework. This framework could help Ugandan FSPs to assess how they meet customer needs around safety, convenience, fairness, voice and choice of services. It can also help the Ugandan and other central banks to assess how the sector meets the goals of its financial inclusion strategy.
- Insights from Scale2Save allowed us to participate in the European Microfinance Platform’s Action Group on better metrics for savings.
We now have a better understanding of the metrics that track high-level outcomes. This will help WSBI to better tell the story about the huge impact its network has to develop people, businesses and communities.
Ongoing dissemination of our learnings to the membership and the wider sector
Our national inclusion events with partners and ecosystem players in Lagos (Nigeria), in Kampala (Uganda) and our close out event in Paris (France) this year received overwhelming interest amongst a couple hundred sector players. In addition, Scale2Save will has put out more than 100 case studies, learning papers, industry reports and blog pieces over the course of its lifetime.
Scale2Save officially ended on 31 August and closed administratively over the course of October. The team however continues unpacking the learnings coming out of Scale2Save on women, youth and farmers, to highlight what drives their economic activity, empowerment and customer engagement, also with a view of continue contributing with learnings to WSBI member best practice exchange and to the ongoing conversation of industry players about financial services’ contribution to impact and wider outcome goals.
For the past six years, Scale2Save has highlighted our African members’ contribution to inclusive finance. Our aim is to have more members benefit from this experience and join our community of practice, which nurtures the role that WSBI members play. It has been a great pleasure to be part of this journey and we thank all our team members, partners institutions, consultants, researchers, national development bodies and policy makers as well as our sponsors the Mastercard Foundation for six years filled with learnings and excitement. We will continue sharing Scale2Save outcomes to keep the momentum alive and raise awareness of the power of the WSBI network.
About the author: Weselina Angelow is WSBI’s Scale2Save Programme Director.
Scale2Save
25/09/2023
WSBI as a catalyst for unlocking the potential of female entrepreneurs
13 October 2023, 9.30am-12pm Hôtel Du Golf Rotana Palmeraie, Marrakech I Morocco
01/03/2023
The State of Savings and Retail Banking in Africa
The WSBI has conducted two research reports tracking the progress of retail and savings banks in their financial inclusion efforts across Africa (2018, 2019).
22/02/2023
Driving Formal Savings: What Works for Low-Income Women?
While financial inclusion is expanding globally, the gender gap in access to financial services and products persists
14/12/2022
The financial diaries revealed useful insights into young people’s savings, spending and income behavior
It examines their experience in respect to financial inclusion, support structures and opportunities for young entrepreneurs
09/12/2022
The Power of Community-Based Organizations to Mobilize Farmers’ Savings
In Ivory Coast, the world’s largest cocoa producer, cocoa is harvested twice a year, in May-June and in October-December. Between seasons, most smallholder farmers do not generate revenue
15/11/2022
How Can Small Scale Savings Be Offered Sustainably?
Learnings from the Scale2Save Program on successful business and institutional models
15/11/2022
Application of CGAP Customer Outcomes Framework in Uganda
This case study by WSBI's Scale2Save programme applied the CGAP customer outcome indicator framework to test the impact of a new basic savings product positioned in the financial inclusion market and…
10/11/2022
Driving formal savings: What works for low-income women
Gender-inclusive products need to be designed with low-income women’s needs in mind. Yet, the real question remains: What services do female customers value, prioritize and need? This learning paper…
10/11/2022
The art of change
Leaning paper by WSBI's Scale2Save programme for financial inclusion in Africa. A practical approach to changing behaviors of financial service providers for more meaningful outreach to low-income…
10/11/2022
Digital Financial Inclusion in Nigeria and Uganda: opportunities and remaining challenges
Earlier this year, the World Savings and Retail Banking Institute (WBSI) programme for financial inclusion, Scale2Save, through the support of the Mastercard Foundation