Using behavioral science to convert traditional bank customers to digital accounts

  • SECTOR
    Gender, Financial Inclusion
  • PROJECT TYPE
    lab
  • SAMPLE SIZE
    423 participants

Context

How can we encourage usage of a new, digital account among bank users?

Low product uptake and usage are common barriers faced by digital financial services. Busara worked with a financial services provider in Tanzania to try to understand the behavioral challenges to their customers using a more digitally-native account. The FSP had highlighted that despite countless marketing efforts, overall usage was low.

 

Busara designed a set of complementary interventions that could be deployed at the branch level to visiting customers to help nudge them towards their new, digital accounts.

  • Location
    tanzania
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