Women & Finance: Rethinking the Value Proposition to Unlock Demand in Morocco

This paper is a supplement to the official CGAP Blog "How Morocco’s New WFI Coalition Redefines Business-as-Usual” (October 2025).

This document was developed as a companion to a workshop held in Morocco within the framework of the National Financial Inclusion Strategy (NFIS). The workshop examined concrete courses of action that financial service providers (FSPs) worldwide have implemented to strengthen their service range and unlock low-income women’s demand for financial services.

Section A sets the stage by examining both the strategic opportunities and the challenges that women’s financial inclusion presents for FSPs. The document then highlights two complementary areas of action:

• Section B: adapting financial offers to the realities of women
• Section C: reshaping internal institutional practices to design these offers.

Section B is structured around four key challenges identified by Moroccan FSPs:

• Challenge #1: Gender norms limit women's engagement with the financial sector. What can financial institutions really do?
• Challenge #2: Women still predominantly use cash. How can accounts be more attractive than cash?
• Challenge #3: Women open accounts but make little use of financial services. How can we strengthen engagement?
• Challenge #4: Women's businesses and access to capital: we have covered the solvent market. What more can be done?

Disclaimer

This work was commissioned by CGAP and funded in whole or in part by CGAP as part of its Country Approach to Close the Gender Gap in Financial Inclusion project. Unlike CGAP’s official publications, the viewpoints and conclusions expressed are those of the authors and they may or may not reflect the views of CGAP staff.