FinEquity Webinar

Segmentation of Women Clients: Lessons from BBVA in Latin America

CGAP Photo by Lorena Velasco via Communication for Development Ltd

Listen to this webinar recording to learn how BBVA Microfinance Foundation and its affiliates in Colombia, Peru, Panama, and the Dominican Republic have segmented and analyzed the specific needs and preferences of the more than 1.5 million women entrepreneurs they serve in the Latin American and Caribbean region by offering tailor-made products and increasing the value proposition of the products available. By segmenting their women’s market based on life stage, geographical context, and economic profiles, BBVAMF affiliates were able to develop specialized products that range from health insurance for women’s wellness visits to alternative collateral-based loan products for women in agri-business. In this fast-paced conversation, we will delve into the how and the why of this approach as well as the lessons learned, and the challenges encountered in this journey of delivering financial solutions to women.

View slides here and listen to the conversation below.


This webinar is part of a series of fast-paced, in-depth conversations hosted by FinEquity with financial service providers sharing their successes, failures, and lessons learned about the opportunity and need to take a segmented approach to serve the women's market. 


About this event

COP Webinar
Laura Fernández Lord

Laura Fernández Lord

BBVA Microfinance Foundation (FMBBVA)

Laura Fernández Lord currently serves as Head of Women’s Economic Empowerment at BBVA Microfinance Foundation (FMBBVA). She has a BA in Economics and holds an MA in International Relations at SAIS, Johns Hopkins University. She has also worked at the FAO, the Inter-American Development Bank, the Spanish Cooperation Agency, and Fundación Lealtad. Laura has participated in several women’s financial inclusion fora such as the: UN CSW, UN SG High-Level Panel on Women Economic Empowerment, the OECD Gender Netfwd or Gendernet.

Nisha Singh

Nisha Singh


Nisha Singh, FinEquity's Gender-Transformative Solutions Thematic Lead. She has over 17 years of experience promoting access to finance and financial market systems development, with a focus on women’s economic empowerment and inclusion. Nisha worked at The SEEP Network from 2008 and 2016 to promote inclusive market systems development by building partnerships across the 120+ SEEP member organizations and associated stakeholders. Since 2017 her work has focused on increasing economic opportunities for women through innovations in financial services as well as gender mainstreaming for private sector actors. Nisha has a master’s degree from the School of Social Policy at the University of Pennsylvania, and an MBA from the University of Hyderabad.