Context
Can targeted messaging encourage switching of digital financial services?
The growth of retail banking in Kenya has rapidly generated numerous channels to provide services. However, the competitive pressures generate gaps and subsequent inequality: more than three quarters of the ATMs in the country are not accessible to average bank customers, and proprietary agent networks are exclusive, calling for more integrated, interoperable money transfer services. This project sought to test this new platform’s barriers to adoption in order to identify a comprehensive scale-up strategy.
