Educated
Planners
27% of Kenyan women farmers | 3.9 million people
confident, positive, digital
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SEGMENT OVERVIEW
Educated Planners are mostly young, married women with secondary school education. Farming is an important source of income for them, as are self-owned businesses and formal work. Approximately 3.9 million (27% of Kenyan female farmers) fall in this segment.
Educated Planners
Women Farmer Average
AGE (25-34)
31%
28%
SOCIOECONOMIC (SES 4-5)
40%
26%
INCOME FROM FARMING
44%
40%
Educated Planners have strong financial health. They have a higher and more stable income than average, and their high conscientiousness and low impulsivity mean that the vast majority have a plan to manage their expenses.
Financial Behavior & Attitudes
Educated Planners
Women Farmer Average
Educated Planners,
by the numbers
SAVINGS BEHAVIOR & ATTITUDES
Nearly all Educated Planners save, with more than three quarters saving monthly. Their financial circumstances afford them an ability to build long-term reserves.
SAVINGS ACCOUNTS
Educated Planners have a fairly diverse saving strategy. They have a significant preference toward saving through their mobile wallets.
BORROWING BEHAVIOR & ATTITUDES
Educated Planners borrow relatively frequently, although they prefer to not complicate their financial lives with debt, as they are accustomed to having a plan for their expenses and a strategy around savings.
BORROWING ACCOUNTS
Educated Planners are significantly more likely to borrow through formal channels. Their preference is borrowing through family, and they also regularly borrow through mobile accounts and groups.
DESIGN OPPORTUNITIES
How might we create products and services for Educated Planners that...
Promote Long-Term Savings & Investments
Offer goal-based savings products for medium- to long-term needs such as children’s education and healthcare
Build Self-Esteem
and Agency
Offer positive reinforcement through congratulatory messaging, tiered incentives, and aspirational communications
Harness Their
Influencer Potential
Empower them to be influencers within their communities, to rally the adoption of mobile wallets among other female farmers
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This Kenyan Women Farmer segment analysis was completed through the support of Mercy Corps AgriFin Accelerate and Safaricom.