Youth is a potential segment to provide financial services as they constitute a huge proportion of the world population. Beyond the sheer numbers of youth, there are several other reasons why this segment has to be considered as having great potential to provide these services. Despite youth being an important segment for providing financial services there are many challenges around it. MSC has worked with several financial institutions and other stakeholders in making this financial services provision a little easier. In this video, the speaker, Veena Yamini Annadanam describes the challenges in product development for youth and outlines MSC’sapproach to addresss these challenges. In addition to market research, systematic product development, MSC focuses on building financial capability of the youth and working with parents, communities as support groups and policy makers to create an enabling environment for financial institutions to offer these products.