Financial services play an important contributing role to <a href="https://onlinelibrary.wiley.com/doi/abs/10.1111/1467-7660.00125" target="_blank" rel="noopener noreferrer">women's economic empowerment</a>. Women who have access to bank accounts, savings mechanisms, and other financial services may be better able to <a href="https://www.researchgate.net/publication/275140814_The_Role_of_Microcredit_Program_on_Women_Empowerment_Empirical_Evidence_from_Rural_Bangladesh" target="_blank" rel="noopener noreferrer">control their earnings and undertake personal and productive expenditures</a>. They may also be able to make choices about their <a href="https://www.journals.uchicago.edu/doi/full/10.1086/687578" target="_blank" rel="noopener noreferrer">time and their autonomy over decision-making</a>, ranging from employment to marriage to the use of contraception. Financial services may also contribute to <a href="https://cesr.usc.edu/sites/default/files/IDRC_Report_Final.pdf" target="_blank" rel="noopener noreferrer">non-economic benefits </a>such as increased self-efficacy and self-worth, confidence, and increased solidarity within a woman’s network. But many of these potential benefits are only achievable if <a href="https://www.povertyactionlab.org/policy-insight/designing-financial-services-and-social-protection-programs-enhance-womens-economic" target="_blank" rel="noopener noreferrer">women are able to maintain control</a> over resources.

What are the mechanisms to ensure that women retain control over resources? Financial services design and delivery plays a part. But even more important is the need to understand and address the social and gender norms that influence women’s participation in the economy and the financial system.

Social and gender norms are key determinants of behaviors and roles. Social norms are the implicit and informal rules, attitudes, behaviors, and values that the majority accept and follow. <a href="https://www.alignplatform.org/sites/default/files/2021-04/align_-_gender_power_and_progress_0.pdf" target="_blank" rel="noopener noreferrer">Gender norms</a> are a subset of social norms that pertain to how people of a particular gender are expected to behave. Gender norms <a href="https://citeseerx.ist.psu.edu/viewdoc/summary?doi=10.1.1.472.6354" target="_blank" rel="noopener noreferrer">can be seen</a> in the division of labor and allocation of resources within and without a household, as well as in the expectations placed on men and women, which foster the development of different abilities, attitudes, and desires. For <a href="https://www.alignplatform.org/resources/intersectionality-gender-norms-conversation-truechilds-riki-wilchins" target="_blank" rel="noopener noreferrer">everyone</a>, norms are “like invisible ‘guard rails’ that shape and narrow people’s thinking, behaviors, and opportunities. [N]orms often show up as a kind of negative power, as absence rather than presence: doors that just didn’t open, choices that couldn’t be made, opportunities that just seemed out of reach." <a href="https://www.sciencedirect.com/science/article/abs/pii/S0305750X04000750" target="_blank" rel="noopener noreferrer">Norms matter</a> because they determine behaviors and control over household resources, which shape demand for financial services.
<blockquote class="pullquote--right">This paper reviews the emerging evidence on social and gender norms and financial inclusion.</blockquote>
This paper reviews the emerging evidence on social and gender norms and financial inclusion. Norms are increasingly recognized as a key constraint to women’s financial inclusion — one that may help explain the persistent gender gaps in bank account and, in some regions, mobile money ownership, as well as the fact that <a href="http://hdr.undp.org/sites/default/files/hd_perspectives_gsni.pdf" target="_blank" rel="noopener noreferrer">progress toward gender equality is slowing</a> globally. It is time to move away from gender-blind or <a href="https://centerforfinancialinclusion.org/the-case-for-a-gender-intelligent-approach-an-opportunity-for-inclusive-fintechs/">gender-aware approaches</a> to financial services toward a gender-transformative approach that explicitly creates gender-equal financial systems by <a href="https://www.ifpri.org/publication/beyond-access-gender-transformative-financial-inclusion-agriculture-and-entrepreneurship" target="_blank" rel="noopener noreferrer">embedding pathways for engagement</a> on equal terms.

Without gender norm transformation, it is unlikely that women’s financial inclusion will lead to meaningful economic empowerment. However, social and gender norms are complex, hyper-local, and difficult to measure. As such, there is no one “right” way to assess or change norms, though more evidence is needed to identify whether global lessons and approaches can lead to sustainable, systemic change.
<blockquote class="pullquote--right">There is no one “right” way to assess or change norms.</blockquote>
This paper brings together the evidence of what is known on norms and financial inclusion and uses cases to demonstrate aspects of and approaches to addressing discriminatory norms throughout the financial system. It also highlights many remaining areas for further inquiry on norms and financial services that would enable improved women’s economic empowerment.

Normative Constraints to Women’s Financial Inclusion: What We Know and What We Need to Know

A household budget, saving for a business investment, or managing an unforeseen emergency can cause stress in the most adept household, let alone those experiencing the vulnerability and volatility of poverty. Learning to navigate financial systems and products is a long-term endeavor.

Building financial capability — that is, the knowledge, skills, attitudes, and behaviors needed to make sound financial decisions to support well-being — can take time and creativity. The ultimate goal is to equip all people with the skills to navigate financial services safely and effectively and allow them to accrue their benefits. For poor and rural communities, this can mean increasing resiliency and reducing exposure to economic shocks, improving income growth and investment, and promoting more sustainable and equitable development. And for women, in particular, the accrued benefits can mean navigating financial choices with confidence, seeing themselves — and being seen — as financial clients, and accessing and using technology with ease.

While overall progress has been made in advancing financial inclusion, progress for women continues to lag. Globally, <a href="https://globalfindex.worldbank.org/" target="_blank" rel="noopener noreferrer">male ownership is likely to be higher than female ownership of accounts</a>, with a gap of nearly 7 percent, which has persisted despite the overall rise in account ownership. The gender gap is much worse in some countries, where <a href="https://www.cgap.org/blog/how-social-norms-men-restrict-womens-financial-inclusion" target="_blank" rel="noopener noreferrer">social norms govern financial access and decision-making</a>. For instance, in Pakistan, while account ownership doubled since 2011, most of the growth was driven by accounts owned by men. Similarly, in Ethiopia, account ownership by men increased by roughly twice the size of the increase among women since 2014.

We must invest in building women’s financial capability to close this gap and make meaningful progress in women’s access to and usage of financial services. Doing so will require a deeper understanding of the economic and social constraints women face in accessing financial services. Yet existing tools for building financial capability have a mixed track record and there is scarce evidence on which approaches and delivery channels are likely to produce lasting impact.

This publication examines how best to share information, build capability, and enable lasting behavior change in a context in which women may have limited say in their own economic choices or require additional support or flexibility to overcome trust and care responsibilities. We examine the characteristics and success of existing approaches to building women’s financial capability and find a gap in programming that sufficiently accounts for women’s preferences, which are largely influenced by gendered social norms.

Readers of this report will come away with:
<ul>
 	<li>a stronger understanding of the role of gender norms that constrain women's financial capability</li>
 	<li>an overview of current women's financial capability initiatives, including classroom-based initiatives, technology-led financial education, and high-touch financial capability approaches</li>
 	<li>recommendations on how to ensure women are meaningfully and successfully engaged with financial services.</li>
</ul>

Building Women’s Financial Capability: A Path Toward Transformation

<h1>Challenge</h1>
Financial inclusion means different things to different people. Today’s marketplace represents a wide array of providers with varying interests. Some focus on access to bank accounts, while others build electronic payments infrastructure, and still others develop credit services or insurance. With significant resources invested to expand financial services to low-income, first-time and underserved consumers, the importance of ensuring that newly included people actually benefit from the services cannot be underestimated. To be effective, the financial inclusion community needs alignment and direction about how to tackle a big challenge—too big for any one entity to solve.
<h1>Approach</h1>
CFI approached this challenge by building communities of support and action around a progressive agenda for global financial inclusion:
<h3>Agenda Setting</h3>
We articulated a vision for financial inclusion that includes service range, quality, affordability, convenience, consumer protection and empowerment. We understand what meaningful financial inclusion looks like, and our agenda reflects that.
<h3>Community Building</h3>
We know that constructing a financial inclusion community that serves, protects and empowers customers requires the combined efforts of many actors. We add value to the sector by bringing people together, building consensus and enhancing the industry’s collective knowledge and skills.
<h3>Delivering Insights</h3>
We investigate big, unanswered questions that can catalyze the industry to meet the financial needs of underserved people around the world.
<h1>Results</h1>

Setting an Agenda for Global Financial Inclusion

<h1>Why Financial Health Matters</h1>
Everyone strives to be financially healthy: to manage day-to-day finances, to weather financial shocks and to pursue longer term goals. Arguably, the core purpose of financial inclusion is to help people achieve financial health.

If the financial inclusion sector begins to measure the financial health of customers and considers ways to support financial health in their products and policies, it will have made a significant shift toward addressing what matters most – customer benefit.

From Idea Into Action on Global Financial Health

Over the course of 2016, CFI collaborated with project leads from the Center for Financial Services Innovation (CFSI) and Dalberg’s Design Impact Group (DIG) to evaluate hypotheses, conduct field research, convene thought-leaders, and test assumptions, all for the purpose of determining the validity of financial health as a core concept internationally. The teams worked to understand the necessary adaptations such a model would require across borders, as well as the opportunities and use cases for such a framework.

This report presents results of these efforts, finding that the core financial health framework resonates with consumers, practitioners, providers, and funders both in the U.S. and in the developing world.

This report is authored by Tanya Ladha, Kaitlin Asrow, and Sarah Rotman Parker of the Center for Financial Services Innovation (CFSI), and Elisabeth Rhyne and Sonja Kelly of CFI.

Beyond Financial Inclusion: Financial Health as a Global Framework

Julia Arnold

Mayada El-Zoghbi

Alex Kessler

Jayshree Venkatesan

Elisabeth Rhyne

Sonja Kelly

Sarah Rotman Parker

Tanya Ladha

Kaitlin  Asrow

Bangladesh

East Asia and Pacific

Europe and Central Asia

Kenya

Papua New Guinea

Rwanda

South Asia

Sub-Saharan Africa

Turkey

Uganda

Zambia

Brazil

Cambodia

Chile

Colombia

Egypt, Arab Rep.

Ghana

Latin America and The Caribbean

Malawi

Mexico

Middle East and North Africa

Mozambique

Pakistan

Philippines

South Africa

Spain

Tanzania

India

Banks

Behavioral Insights

Financial Capability

Financial Service Providers

Microfinance Institutions

Personal Financial Management

Underserved Groups

Women

Appropriate Product Design and Delivery

Consumer Protection

Delivery Channels

Digital Financial Services

Financial Health

Human Touch

Partnerships

Resilience

Impact Investing

Report

Case Study

The Bill and Melinda Gates Foundation

The majority of Kenyans have mobile money accounts; their activity demonstrates digital financial services’ potential. Accion helps Kenyan innovators harness emerging technologies to create new financial services.

Most of Mexico’s people lack access to a formal bank account. Accion has worked in Mexico for decades to create a thriving and competitive financial sector that embraces innovation and protects its clients.

South Africa is a global hub for fintech innovation. Accion supports and advises South African innovators using technology to help entrepreneurs expand their businesses and families protect their homes around the world.

India is a global leader in financial inclusion. For over a decade, Accion has worked with and learned from India’s innovators, investors, and policymakers to expand economic opportunity for its people and businesses.