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The vulnerable81% of Kenyan Women (11 million)
according to FSD FinAccess Data
They have low income below KES 15,000 per month which are inconsistent. The segment is highly dependent on sparse social support systems (spouse, family, friends, groups) to get by. They are struggling to meet their financial obligations, get income generating activities & to maintain a steady cash flow. Have a low ability to save with research indicating many are not currently saving for their pregnancy journey. They prefer use of Linda Mama.
Low incomeMake up 6.7% of Kenyan women (922,998)
Approx. monthly income of KES 15,000 - 30,000. Do casual labor in unprotected jobs or low paying jobs. Have high income volatility in the segment.Prefer NHIF to meet pregnancy costs but struggle to make regular paymentsHave low ability to pay or save in the segment
“Informal” Middle income
Overall Segment Description: Make up 2.9% of Kenyan women (407,924 people). They have a monthly income between KES 30,000 - 70,000 which is more regular yet can be insufficient to meet pregnancy costs against competing financial needs such as household expenses, school fees, rent and cater for emergencies. Many women build reserves through social support systems. Have a higher ability to save and pay for their pregnancy journey. FSD data shows 72% of segment are currently using NHIF.
Middle income● Approx. monthly income of KES 31,000 - 50,000. Employed in low paying formal jobs, business owners & “hustlers” with diversified income streams (agriculture or other casual jobs)● Have access to technology and moderate internet use● Already saving small amounts for pregnancy in a chama & a mobile wallet in addition to NHIF
High income● Approx. monthly income of KES 51,000 - 70,000 Employed or own businesses e.g. shop● High access to and usage of digital technology● Aspirational - looking for high quality care during pregnancy & is willing to work/save to affording it.