On May 30, 2012, Women’s World Banking (WWB) and network member Interfisa Financiera celebrated the launch of NdeVale, a new loan product targeted at Paraguay’s rural women population. NdeVale was developed so that it can be issued to all clients who have a income-generating activity, with minimal documentation requirements and flexible collateral and duration. Through market research, we knew that collateral was a concern for women as assets, particularly property, are traditionally owned by men. The launch event was attended by 200 (Interfisa staff, VP of Paraguay, clients, etc) and the excitement around the launch was apparent by everyone who attended.
The WWB network is leveraging new forms of marketing, communications and financial education. Customers need to understand the products they are using and make decisions to match their goals. Interfisa will take a new approach to educating its clients by airing a radionovela on those community radio stations most likely to reach rural women. The plot will revolve around the financial roles of women and the basics of borrowing from a bank. This mass media approach is a successful marketing tool for Interfisa and has the broader benefit of changing the notion of what value women bring to the household. WWB would like to thank Fusion Creativa for their partnership in bringing the radionovela to market.
Women’s World Banking would also like to thank the management, staff and board of Interfisa for the vision and leadership that made this project possible, as well as the funders who have supported this innovative work: IDB, BMZ of Germany, Irish Aid and Credit Suisse.
Click below for articles covering the launch: