Data-driven precision that transformed Frontier Markets’ rural engagement

• Sep 10, 2025
• 1 min

Frontier Markets operates an extensive rural distribution network powered by women microentrepreneurs known as Sahelis. They deliver essential products and services to more than 4.3 million rural customers across 5,000+ villages, and operate through 35,000 digitized outlets. Despite this impressive reach, variability in agent performance and limited targeting of high-potential customers posed significant risks to impact and efficiency.

MSC partnered with Frontier Markets to address these interconnected challenges. We deployed a dual-strategy solution that blended AI-driven profiling with predictive customer segmentation. We applied machine learning methods to the performance data of Sahelis. This data included sales, engagement, and demographics to identify early indicators of success and integrate a profiling model into recruitment and retention workflows. We also developed customer segmentation tools based on unsupervised clustering and supervised classification. These tools enabled Frontier Markets to predict customer lifetime value from early behavior patterns and adapt outreach accordingly.

The results were remarkable. Frontier Markets focused on agents most likely to succeed and prioritized high-value customers through personalized engagement. This approach reinforced agent retention, improved service relevance, and optimized marketing and onboarding efforts. It amplified reach, promoted reliability, and reinforced operational sustainability and rural impact.

JPMorgan Chase commissioned the project.