Reaching Female Farmers and Agri-entrepreneurs in a Profitable Way

Anna Gincherman, Chief Product Development Officer at Women's World Banking, shares her technical experience and know-how of designing financial products and services to maximize their reach to female farmers and female led agribusinesses. This topic is highly relevant to financial institutions, as women working in agriculture are typically less well served by the financial sector, and as such provide a potentially lucrative market opportunity. Anna shares her insights on the best practices for reaching women in agriculture in a profitable manner.




Reaching Female Farmers and Agri-entrepreneurs in a Profitable Way
Key Messages From Our Recent Webinar

Anna Gincherman, Chief Product Development Officer, Women’s World Banking (WWB), presented on the opportunities available to financial institutions for expanding financing to female farmers.

Anna began by noting that 59% of the population in developing countries don’t have an account with a financial institution. And in rural areas, this falls to just 22% of the population. And for women, the numbers are even lower.

However, this lack of financial market penetration is starting to gain the attention of a variety of financial institutions who believe that the rural population, and rural women operating in the agricultural sector, are a potentially lucrative yet untapped market.

The challenge for banks and other financial institutions is designing products and services that are specifically tailored to female farmers. Anna explained that FIs wishing to serve this segment need to pay attention especially to social, educational, and financial factors.

WWB has worked globally to assist FIs in tailoring their products and services to women in rural areas, and female farmers and Anna highlighted some of their most relevant recent work in this areas. She explained how WWB, working alongside FIs in Latin America, had developed products and services tailored to the specific requirements of female farmers. Specific adaptations to products included lower loan sizes, repayment schedules based upon seasonality of agricultural production and general household cashflows; She noted that collateral requirements had been altered as had the credit risk assessment process, to facilitate financing of female farmers.

Of significant interest to the webinar attendees was Anna’s insight into how female farmers are more likely to provide high potential for cross-selling of additional financial products. Therefore, banks planning on expanding their services to this segment of the population need to consider the strategy for expanding cross-selling, and understand how to capture the full revenue of an individual client rather than an account.

Anna concluded her presentation by noting that while there are substantial challenges for banks to expand their services to women, the rewards can be substantial, and financial institutions interested in such an approach need to take a longer-term view to the development of this market.

Unlock all the information from the presentation by listening to the recording of our webinar, view the PPT, and read Women’s World Banking report by viewing the links at the top of this page.


About the Speaker

Anna Gincherman

Chief Product Development Officer, Women's World Banking

Anna Gincherman is Chief Product Development Officer at Women's World Banking and is responsible for identification and roll-out of innovative microfinance products tailored to the needs of low-income women. She provides the organization's thought leadership on the delivery of gender-sensitive financial products and has extensive experience in individual and rural lending, adult and youth savings, health insurance, and financial education. Anna also supports partner institutions on strategic and operational issues, including competitive positioning, product diversification, access to funding, and risk management.

Before joining Women's World Banking, Anna worked for the Council on Economic Priorities and the United Nations, focusing on defense conversion programs in Eastern Europe. She holds a Bachelor's degree in International Politics and Economics from Middlebury College and a Master's in Public Affairs from the University of Pennsylvania. She is fluent in English and Russian and is a native of Russia.


Women's World Banking is the global non-profit devoted to giving more low-income women access to the financial tools and resources essential to their security and prosperity. For more than 35 years, they have worked with financial institutions to show them the benefit of investing in women as clients, and as leaders. They equip these institutions to meet women's needs through authoritative market research, leadership training, sustainable financial products and consumer education. Headquartered in New York, Women's World Banking works with 40 institutions in 29 countries with a reach of 16 million women to create access to finance on a greater scale than ever before.


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