Using innovative research methods to design inclusive financial products for women

We use innovative research methods like financial diaries, to design digital financial solutions that are rooted in women’s lived realities. Through deep behavioral insights and real-time tracking of financial lives, we help partners close the gender gap in access, usage, and agency across diverse contexts.

In Bangladesh, MSC partnered with UNCDF to analyze how women use mobile financial services and uncover the barriers to meaningful usage. Despite increasing account ownership, many women remain passive users due to low digital confidence, restrictive social norms, and limited perceived value. Using MSC’s Gender Centrality Framework and behavioral analysis, the research revealed useful strategies to improve financial literacy, shift norms, and build trust. The findings led to targeted recommendations for financial service providers and policymakers, paving the way for more inclusive digital financial products that meet women where they are. 

In Kenya, MSC collaborated with the Gates Foundation to support women-led micro and small enterprises in open-air, cross-border markets. Through an intensive financial diaries study, MSC identified key barriers to digital financial service adoption, such as a lack of tailored solutions, trust gaps, and poor user experience. Working closely with financial institutions and women entrepreneurs, MSC co-developed and tested digital product prototypes, directly informed by women’s real-life cash flows and constraints. The project has not only shaped the Gates Foundation’s strategy in Kenya but also provided a scalable model for advancing women’s digital inclusion in similar markets across East Africa. Together, these programs demonstrate how financial diaries and user-centered design can bridge the gap between product intent and women’s actual needs, driving sustainable, inclusive financial ecosystems. 

Expanding inclusive access to social protection in Indonesia

Despite the availability of  80+ social protection programs (SPPs), particularly for women, people with disabilities, and marginalized groups, last-mile access remains limited due to information gaps, poor grievance resolution mechanisms, and accessibility challenges. MSC identified and addressed barriers limiting last-mile access to these social protection programs.

We conducted an action research study to improve awareness and accessibility to Indonesia’s 80+ social protection programs (SPPs), particularly for women, people with disabilities, and marginalized groups. 

MSC evaluated the role of microfinance institutions and civil society organizations as key outreach channels, assessing their capacity to serve as gender-inclusion-responsive actors. Through a blend of secondary research, field surveys, and stakeholder consultations, MSC developed an inclusive operating model and provided strategic recommendations to strengthen frontline delivery. The project applied GEDSI principles to help break down systemic access barriers and enable equitable SPP uptake across underserved communities.

Opportunity International Australia (OIA) commissioned the project.

Unlocking digital finance pathways for women in cross-border trade and open-air markets in Kenya

Women-led micro and small enterprises (WMSEs) operating in cross-border trade and open-air markets in Kenya play a vital role in the local economy but face persistent barriers to adopt digital financial services (DFS). From low digital confidence and limited access to products, to institutional neglect of their specific needs, these barriers slow down women’s financial inclusion and economic growth.

MSC led an action research initiative to address these challenges by co-creating tailored DFS solutions for these underserved segments. The project was structured around three key activities:

  1. Identifying barriers to DFS adoption through in-depth research across the demand and supply sides: We investigated the obstacles that prevent women entrepreneurs from adopting digital financial services. We gained insights from both the demand and supply sides to pinpoint specific challenges.  The ‘financial diaries’ methodology was used for the research to record and analyze how these women manage their business finances.
  2. Designing and prototyping women-centric financial products in collaboration with institutions like Equity Bank and KWFT: Based on the research, we designed prototypes of digital financial products tailored to women-led businesses’ unique needs, ensuring they are accessible and user-friendly.
  3. Pilot testing the solutions with WMSEs: To refine offerings and generate useful insights for wider adoption

These pilots revealed how digital finance can support income stability, business growth, and financial resilience for women entrepreneurs in informal markets. Insights from this project directly informed the Gates Foundation’s Financial Services for the Poor (FSP) team, supporting their Vision 2030 goals to expand women’s meaningful access to and use of DFS across Kenya and other focus regions.

The Gates Foundation commissioned the project.

JEEViKA Special Purpose Vehicle for Agriculture Transformation (JSPVAT) Fisheries support to the Government of Bihar

MSC is supporting the Government of Bihar to promote sustainable, gender-inclusive aquaculture by enabling women’s participation in this diversified livelihood stream.

Through the JSPVAT initiative, the program aims to improve the livelihoods, nutrition, and empowerment of fisherwomen and men, particularly women’s self-help groups (WSHGs) and smallholders. Despite aquaculture’s strong potential, women continue to face structural barriers, limited market access, and constrained roles beyond production.

To address these challenges, MSC conducted in-depth research to assess women’s empowerment within aquaculture households. Based on these insights, we co-designed a suite of interventions which included:

  • Layered trainings on fisheries, gender, and nutrition 
  • Ecosystem development for improved inputs
  • Financial access through schemes and funds
  • Gender-intentional policy recommendations
  • Social and behavior change tools to shift gender norms around women’s roles in aquaculture, intra-household decision-making, and attitudes towards market-facing roles.

Through the program, 88% of Women Fish Producer Group (WFPG) members and 82% of private pond owners have adopted advanced aquaculture practices, leading to a 33% increase in pond productivity for WFPGs. Additionally, over 96% of WFPG members now actively participate in household decisions, particularly in selecting and preparing meals, which has improved access to nutritious fish-based diets. The program has empowered women economically, with 30% of women in treatment households becoming sole decision-makers in commercial aquaculture activities, a substantial increase from the control group. These efforts have not only boosted incomes and food security but also contributed to greater gender equality within the sector. This model has immense potential for replicability.

The project was commissioned by the Gates Foundation.

An integrated digital platform that simplifies vital agricultural services for Indian farmers

Bihar Krishi, developed by MSC with the Gates Foundation’s support, is a digital platform that simplifies access to agricultural services for Bihar state’s farmers. It has empowered more than 500,000 farmers with initiatives, advisories, and financial tools.

Agriculture is the backbone of India’s economy. Yet, smallholder farmers struggle to access essential services, such as inputs, financial tools, and market linkages. Digital public infrastructure (DPI) can address these challenges through its promise of secure, reliable, and efficient service delivery.

However, if we are to truly realize the potential of DPIs, we must first understand the unique barriers that farmers grapple with across different regions. For instance, farmers in the Indian state of Bihar struggled with issues of digital literacy, fragmented services, and repetitive data entry, which limited their ability to benefit from agricultural programs. MSC developed Bihar Krishi to bridge this gap. This integrated digital platform simplifies access to critical agrarian services.

MSC designed and implemented Bihar Krishi to unify multiple ecosystems and provide farmers with a single platform for self-service and assisted access to agricultural resources. The app includes 16 modules and 35-plus features that enable users to seamlessly navigate government programs, financial services, and advisory tools. MSC ensured system integration, enhanced data privacy, and an improved user experience to support digital adoption among farmers across Bihar’s 38 districts. MSC also conducted several marketing and communication activities to promote the Bihar Krishi app’s uptake among rural users.

Bihar Krishi has transformed agricultural service delivery—more than 500,000 farmers have registered on the platform, of whom 25% are women. The app has sent 15 million advisory messages and integrated 50+ government programs to improve access to timely and relevant information.

The app has earned numerous accolades, which include a nomination for the Future of Government Awards. It also won the ETGovernment DigiTech Awards 2025. With a vision to reach 4 million farmers, Bihar Krishi continues to evolve and integrate AI-driven advisories, carbon credit solutions, and digital financing options to build a resilient agricultural ecosystem.

The Gates Foundation commissioned and funded this project. MSC implemented the project in collaboration with the Government of Bihar.

Bihar Krishi App Link

Bihar Krishi App video tutorial

Bihar Krishi App Introduction

Bihar Krishi App Yojna

Bihar Krishi App services

Bihar Krishi App grievance

India’s early warning system: A case study

Over the past half-century, the frequency and impact of natural disasters worldwide have increased fivefold due to climate change’s worsening effects. As communities worldwide grapple with escalating risks, the importance of effective early warning systems (EWS) has become more pronounced. 

Despite its proven benefits, one-third of the global population remains uncovered by effective EWS, which leaves billions of people vulnerable. In this context, India’s national disaster alert system, SACHET, offers a compelling case study on how a Common Alerting Protocol (CAP)-enabled EWS can be scaled and integrated across diverse communication channels and government levels. SACHET is recognized globally for its effectiveness.

MSC studied India’s integration of location-based short messaging service (LB-SMS) into its early warning system (EWS) to identify best practices to create tailored, locally relevant, and inclusive systems for disaster risk reduction. The objective was to identify best practices to help other countries develop and implement effective EWS, aligned with the UN’s Early Warning for All (EW4A) initiative.

MSC undertook the following exercises for our study:

  • We highlighted SACHET as a blueprint of best practices that can be expanded in other countries; 
  • We evaluated the role of mobile network operators (MNOs) in disaster communication to document best practices in the industry. We undertook this evaluation through secondary research, stakeholder interviews, and a validation workshop with key organizations.

We launched a report that documented best practices and lessons learned from India’s EWS approach. We also organized a roundtable discussion with government officials, civil society, and industry players to explore mobile technology’s role in the expansion of EWS via cell broadcasting and other digital solutions.

GSMA’s Mobile for Humanitarian Innovation team commissioned the project.