Delivering Mobile Relief Aid in Pakistan
In the wake of natural disaster, emergency relief funds are critical. But in 2010, for millions of flood-affected Pakistanis, a lack of financial infrastructure meant aid was not forthcoming.
At the time of the floods, nearly the entire population of Pakistan––89 percent––was without access to financial services. Following the floods, United Bank Limited (UBL) took the unprecedented step of distributing 2.3 million prepaid debit cards to families that had lost their homes, loaded with relief funds. But many flood victims were unaccustomed to banking and faced difficulties accessing relief funds. Some had never used ATM machines and were forced to pay up to 20 percent of their aid money to opportunistic officials.
So we asked…
To better understand Pakistan’s unbanked, we conducted a design research investigation in 30 locations across Southern Punjab, speaking to nearly 300 individuals in their homes and workplaces. In addition to understanding the difficulties they had faced in accessing their relief funds, we also identified attitudes, behaviors, and habits toward technology and services both social and financial. We also embedded with employees and executives at UBL to understand their own capacities and constraints, and how they would impact the delivery of relief and banking services.
We learned that…
Successfully introducing branchless banking services to Pakistan’s unbanked requires a behavior shift on the part of the consumer to adopt these services. As trusted members of their communities, maintaining long-term relationships with their customers, local agents are the most effective channels for driving this shift. They have the ability to communicate with customers directly and explain how financial services can improve their livelihoods.
And here’s what we’re doing about it…
We produced a series of design guidelines for UBL, outlining new business models, new partnerships, and how to reach female customers. We worked closely with bank executives and employees to integrate the lessons of this project throughout the company. By illustrating how branchless banking services can be designed for low-income consumers, we helped turn a commendable but unsustainable initiative into a long-term business growth area––and empower a market segment that is often left on the economic sidelines.