Banking on Her – Barriers and Levers for Rural Customers engaging with Digital Financial Services

In the last decade, the financial services ecosystem has seen revolutionary changes through digital channels, but usage remains concentrated amongst urban users. A primary focus on ‘access’ can overlook nuanced challenges faced by users, and the digital divide in rural populations imposes a formidable challenge to financial inclusion. In this video, Swadhaar FinAccess highlights some of these last mile barriers, observed through our on-ground initiatives in rural India with over 7 million participants trained. Through these stories we bring the customer’s voice to the forefront, with a focus on barriers as well as levers: what dies digital access mean to this user? What problems does she face when engaging with digital financial services? How can she and her family avoid fraud and transact digitally with confidence? What might motivate them to do more?