Introduction

This Focus Note analyses how gender norms shape women’s financial inclusion (WFI) across financial market systems. Drawing on diagnostics in Rwanda, Tanzania and Uganda, it defines gender norms as shared social expectations influencing women, men and market actors. Evidence from CGAP’s Impact Pathfinder shows financial services can improve women’s economic empowerment (WEE), but outcomes depend on contextual norms. Development actors, financial services providers (FSPs) and regulators are positioned as active participants in either reinforcing or transforming these norms.

Role of gender norms in financial inclusion

Gender norms influence institutional behaviour as well as women’s choices. FSPs may require spousal consent, offer smaller loans or impose collateral standards that disadvantage women. Credit bureaus, mobile operators and agents often apply male-default assumptions and do not gender-disaggregate data. Financial authorities may embed norms in identification, inheritance or collateral rules.

Diagnostics show systemic reinforcement. In Uganda, norms restricting women’s financial privacy result in women surrendering income or using secret savings. In Rwanda, spousal transparency is framed by FSPs as risk mitigation. In Tanzania, norms that men should be primary financial providers justify requiring husbands’ involvement. Norm change, WFI and WEE interact iteratively: improved agency and access can accelerate further normative shifts.

The value of understanding gender norms in financial inclusion

The report argues that many initiatives address symptoms rather than root causes. CGAP’s methodology assesses norm strength (severity of sanctions) and prevalence (extent of adherence across actors). Diagnostics identify meta-norms affecting WFI: control norms (women seeking approval), gender ideology norms (women should not own large assets), authority norms (men manage finances) and privacy norms (women disclose financial information to husbands). Mapping these across actors highlights institutional lag and intervention entry points.

What this focus note covers, and who it is for

The note introduces a classification framework based on strength and prevalence, aligned intervention strategies and illustrative examples. It targets development actors, market facilitators, FSPs and regulators. The authors note that segmentation by provider type, geography or demographic group may be required, as norms vary in intensity.

Classification of gender norms

Four categories emerge.

Deeply entrenched norms (high strength/high prevalence) are reinforced across actors. Privacy norms in the three countries exemplify this and require systemic responses.

Shifting norms (high strength/low prevalence) reflect institutional lag. In Nigeria, replacing collateral with cashflow-based lending enabled Access Bank to disburse over 20,000 loans between 2021 and 2023, achieving a 99 per cent repayment rate and 45 per cent repeat borrowing.

Flexible yet widespread norms (variable strength/high prevalence) allow amplification of inclusive interpretations. In Mozambique, the WIN programme reached over 450,000 women; 56,000 adopted new business practices and 25,000 increased control over income or savings.

Relaxing norms (declining strength/declining prevalence) show transformation momentum. In Vietnam, VP Bank analysis found women-owned SMEs had 25 per cent higher customer lifetime value and lower non-performing loan ratios (2.6 per cent versus 5.1 per cent), prompting targeted products.

Intervention strategies to address gender norms

Circumvent norms strategies create acceptable exceptions. In Papua New Guinea, MiBank’s Hibiscus account resulted in women comprising 56 per cent of account holders; female agents opened 141 accounts on average versus 62 for male agents.

Align expectations strategies update institutional practices. Kenya Commercial Bank’s cashflow assessments increased lending to women-led MSMEs to over 50 per cent of its portfolio. Pakistan’s Banking on Equality policy mandated gender mainstreaming and tailored services.

Leverage positive deviants strategies promote inclusive interpretations through media and comprehensive value propositions. CARE digital pilots enabled approximately 1,400 women to access digital financial services.

Reinforce norm transformation strategies accelerate ongoing change through data and policy reform. Ghana’s Movable Collateral Registry facilitated US$35 billion in financing, with women representing 40 per cent of registrations.

From understanding to action: A call for financial system transformation

The report calls for actors to conduct diagnostics, audit institutional practices, design system-wide interventions and measure institutional alongside individual change. Sustainable progress requires transforming financial systems rather than expecting women to adapt to exclusionary structures.