In 2023 the team at Oraan, a women-led fintech startup in Pakistan, was facing lower signup rates than they expected. Only 13 percent of women in Pakistan have a bank account, so they designed their product to be easier to use than traditional banks. Still, many women struggled to use the service, especially low-income women and first-time internet users.
What was happening? Why was it so hard to connect with customers?
The answer was always in front of them: male defaults.
