Rhifa Ayudhia is a Manager at MSC (MicroSave Consulting) Southeast Asia with around seven years of experience in management consulting, research, and policy advisory. She specializes in inclusive financial ecosystems, digital financial services, MSME development, and economic empowerment of women. Rhifa has extensive experience that supports governments, financial institutions, regulators, and development partners to design evidence-based strategies, strengthen financial inclusion initiatives, and implement large-scale development programs. Her expertise spans research and data analytics, market assessments, program design, policy advisory, the strengthening of institutional capacity, and stakeholder engagement across Indonesia and other international markets. 

Rhifa has led and managed a wide range of initiatives to strengthen digital financial inclusion. These include the scaling of gender-intentional agent network models, the development of training and certification systems for banking agents, and the enhancement of agent network management models. She has also supported the preparation of nationally representative financial well-being surveys aligned with international standards. She has also led gender-disaggregated analyses of agent networks and advised on market expansion, digital financial services, and economic empowerment of women. Through her work, she combines rigorous research with practical implementation to help clients develop scalable, sustainable, and inclusive solutions that improve access to financial services and economic opportunities.