Expression of Interest For Market Scoping & Gender-Smart Segmentation Of Women-Led/Owned Msmes In Rwanda

Expression of Interest for Market Scoping & Gender-Smart Segmentation of Women-Led/Owned MSMEs in Rwanda The Women Entrepreneurs Finance Initiative (We-Fi) supports women entrepreneurs by expanding access to financial products and services, strengthening their business capabilities, broadening networks, connecting them with mentors, and creating opportunities to participate in domestic and global markets. In Rwanda, the We-Fi project aims to increase access to tailored financial products and services for women-led micro, small, and medium enterprises (WMSMEs). As part of its product development component, We-Fi is engaging with financial service providers in Rwanda to enhance the design of new financial solutions specifically targeted at women entrepreneurs. To ensure that new and existing offerings adequately responds to the diverse realities of women-led enterprises, We-Fi recognizes that WMSMEs are not a homogeneous group. Women entrepreneurs operate across a wide range of sectors, business sizes, and growth stages; they differ in their digital capabilities, network support, household responsibilities, motivations, financial behaviors, and risk profiles. Yet existing data in Rwanda provides limited insight into these distinct segments and their corresponding financial and non-financial needs. A gender-smart segmentation and market scoping exercisepaired with direct engagement through focus groups and interviewsis therefore required to surface actionable insights that will inform product design. The resulting evidence will support financial service providers in developing customer-centric offerings, strengthen the broader We-Fi program, and help Rwandas financial ecosystem better tailor services to women entrepreneurs. Tender Link : https://wbgeprocure-rfxnow.worldbank.org/rfxnow/public/advertisement/6430/view.html