The Center for Financial Inclusion conducted this research in partnership with Prudence Foundation as it set out to develop Levela, a new mobile financial literacy platform. The study examines how financial education can be designed and implemented to improve comprehension of financial concepts and focuses on a single under-examined mechanism: communication style.
While communication styles may encompass a broad range of elements, including tone, visual design, and message framing, this research defines “communication styles” as the specific messaging approaches used to convey financial information and examines their impact on audience comprehension. This study evaluates three distinct communication styles– instructional, metaphoric, and behavioral– using a randomized survey conducted across four countries: the Philippines, Thailand, Vietnam, and Zambia.
The findings demonstrate that no single approach works best universally. Instead, aligning the communication style with the type of financial concept significantly improves comprehension. Key insights from the report include:
- Intentional use of communication styles. Nuanced and deliberate use of different communication approaches leads to stronger comprehension outcomes.
- No single winning communication style. While no single style proved best in the aggregate, matching style to concept meaningfully improved comprehension by 10 to 17 percentage points in the cases where fit mattered most.
- No one-size-fits-all approach. Rather than searching for a single optimal communication style, providers may achieve stronger outcomes by deliberately building a repertoire of communication styles and aligning them with the types of concepts being taught.
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