SERVE

Financial products and services should be designed around the real lives, needs, and goals of women and underserved customer segments.

Digital finance is opening new doors. It can help people manage money, grow businesses, improve cash flow, build resilience, and participate in the wider economy. However, access alone is not enough.

Women and underserved customers need financial services that are easy to use, safe, trusted, and designed with them in mind.

Through SERVE, GIIFF works with financial institutions to improve how women and underserved customers experience and use digital financial services from the first point of access to long-term value.

Our goal is to help institutions move from access to meaningful use, trust, safety, and better financial outcomes.

What We Focus On

  • Understand Customer Needs: We start by listening. We help institutions better understand the barriers that women and underserved customer segments may face, including affordability, trust, digital confidence, documentation, customer support, and financial safety. We also look at where there are opportunities to serve these customers better.
  • Improve the Customer Experience: Good digital finance starts with the customer. We support financial institutions to make services easier to understand, easier to use, and more responsive to the needs of women and underserved customer segments. This includes better communication, simpler digital journeys, stronger customer support, and more inclusive service design.
  • Safety by Design: At GIIFF, we bring financial inclusion and financial safety together. Our work is informed by lived experience and focuses on how financial products and services can better prevent economic abuse, fraud, scams, coerced debt, identity misuse, and digital financial harm. We support financial institutions to build safety into the customer journey from the start  through better privacy, secure access, safe communication, complaint pathways, and customer protection.
  • Support Women Entrepreneurs and Underserved Businesses: Digital finance can help women entrepreneurs and underserved businesses manage cash flow, make and receive payments, access credit, track business activity, and plan for growth. SERVE looks at practical ways financial institutions can help these customers use digital finance to strengthen their businesses and financial resilience.
  • Build Trust: Trust is central to financial inclusion. We support institutions to strengthen customer protection, clear communication, complaint pathways, fraud awareness, digital safety, and responses to financial harm. When women and underserved customer segments feel safe and supported, they are more likely to use and stay connected to financial services.

We bring together global evidence, good practice, and practical lessons from digital finance leaders. 

We help institutions adapt what works to their own customers, markets, and business goals.