Prioritising our clients
The Group prioritises the well-being and empowerment of its clients. Through a holistic approach, it integrates principles of client protection and engagement across its operations.
Fostering financial inclusion
The Group recognises the importance of promoting financial inclusion as a catalyst for socioeconomic progress. To ensure its services remain accessible and affordable, the Group rigorously benchmarks its loan interest rates against equivalent providers in its operating subsidiaries, integrating competitive pricing as a core aspect of the ASA Model. Beyond affordability, the Group enhances access through its standardised, transparent lending model, which includes no collateral requirements, doorstep service, and group-based lending, without joint liability. Additionally, the Group continues to expand and explore digital solutions to further improve efficiency and accessibility. Its transparent pricing policies, aligned with market averages, reflect a commitment to providing value while safeguarding financial sustainability.
Empowering through responsible lending
Empowering clients through responsible lending is central to the Group’s ethos, embedded within the ASA Model. Loan officers assess the needs and capacities of potential clients, evaluating both repayment capabilities and the potential impact of loans on their businesses to prevent overborrowing. The Group offers fair and transparent products with clear terms, no hidden fees, and financial education to help clients make informed decisions. Additionally, strict data security measures protect client information, fostering trust and ensuring long-term financial well-being. Through this approach, the Group empowers clients to unlock their full potential for economic growth.
80%
Client retention rate
84%
Client satisfaction rate
85%
Social Performance Indicator ('SPI')
Upholding Client Protection Principles
Transparency and accountability are fundamental pillars of the Group’s client-centric approach. It adheres to the Client Protection Principles (‘CPP’) developed by the SMART Campaign, which describe the minimum protection that microfinance clients should expect from their providers, as well as the protection that an institution should maintain to serve the best interests of its clients. As part of its commitment to upholding client protection, the Group evaluates its adherence to the CPP through the Client Protection Standards as a key component of its Social Performance Indicator assessment. By maintaining the highest standards of client protection across all aspects of their business, the Group fosters trust and confidence in its relationships with clients.
Listening and responding to feedback
The Group values the feedback of its clients and is committed to addressing their concerns promptly and effectively. Through mechanisms such as the Client Complaint Resolution Committee (‘CCRC’), clients have a platform to voice their feedback and lodge complaints regarding services or staff behaviour. These open and transparent communication channels help the Group continuously improve its practices and better serve clients’ needs. In 2024, a total of 416 complaints were received and resolved across the Group. Complaints were related to operational issues, such as service delivery, loan denials and loan officer behaviour. The reported issues were resolved through policy discussions and clarifications with clients and educating staff.
Measuring impact and ensuring client satisfaction
Measuring impact and ensuring client satisfaction are central to the Group’s mission. True success lies in the tangible benefits clients gain from its services. Using tools like the Social Performance Indicator (‘SPI’) and Client Economic Yield (‘CEY’) survey, the Group internally assesses its impact on client well-being and economic empowerment.
Client satisfaction remains high, consistently above 80%, with clients valuing the loan approval process, loan duration, and the responsiveness and fair treatment by loan officers. A new data analysis methodology introduced this year has reduced bias and provided deeper insights. While this led to a slight decrease in reported satisfaction figures, it offers a more accurate view of client experiences. A detailed dashboard now helps each operating country identify and address key areas for improvement.
In Uganda, for instance, client feedback led to adjustments in the loan ceiling, insurance policies, guarantor requirements, and complaint resolution process.
The Group scored 85% overall, with strong performance in client protection, leadership, HR, and growth. Environmental performance was the lowest, mainly due to no green loans, though training and risk awareness are in place. As this is a self-assessment, some variation is expected. The dimensions which have declined are under review.
Due to ongoing improvements to the CEY questionnaire, data quality issues prevented this year’s disclosure. A revised questionnaire, addressing client challenges in bookkeeping, is now being piloted in Kenya alongside targeted training. If successful, a phased rollout across all entities may follow.
