How can we encourage usage of a new, digital account among bank users?
Low product uptake and usage are common barriers faced by digital financial services. Busara worked with a financial services provider in Tanzania to try to understand the behavioral challenges to their customers using a more digitally-native account. The FSP had highlighted that despite countless marketing efforts, overall usage was low.
Busara designed a set of complementary interventions that could be deployed at the branch level to visiting customers to help nudge them towards their new, digital accounts.