At vibrant markets like Kejetia, Ashaiman, and Agbogbloshie, thousands of women traders power Ghana’s informal economy. Still, they face persistent barriers to finance, including a lack of collateral, limited knowledge of banking products, and the burden of family responsibilities. The Mastercard Foundation’s FIRST+II program, implemented by CapitalPlus Exchange (CapPlus), is collaborating with Pan-African Savings & Loans to change this narrative through the MAMA Program, a pioneering gender-focused initiative designed to meet women where they are.
The rollout in June 2025 yielded immediate results: 120 new women-trader accounts were opened through targeted market activations, supported by tailored mentorship that paired experienced traders with new account holders. At the same time, 30 staff were trained in ethical sales, women-centered credit appraisal, and client engagement, strengthening Pan-African’s ability to deliver finance in ways that reflect women’s realities.
But MAMA goes beyond credit. It offers a full suite of non-financial benefits, including free health services and financial literacy training that builds both resilience and confidence. As explained by the Head of Inclusion at PASL, “The number one problem women were having was not just collateral, but a lack of knowledge and understanding of what we, the financial institutions, could offer them. MAMA bridges that gap.”
So far, the changes are tangible: women are now speaking up more about their financial aspirations, saving and transacting in higher volumes, and taking up loans with greater ease, thanks to flexible repayment models and reduced collateral barriers. What began as a pilot has quickly scaled across nearly all branches of Pan-African S&L, with MAMA now positioned as the driving force behind the institution’s future product suite.
Looking ahead, Pan-African aims to expand MAMA beyond its five operating regions to achieve nationwide reach, leveraging digital platforms to extend services even to rural communities where no branch exists. Strategic partnerships with women-led organizations and market associations will amplify its impact, while new financial and non-financial services are being developed to strengthen its value proposition further.
With support from the Mastercard Foundation’s FIRST+II program, implemented by CapPlus, MAMA is becoming more than just a banking product; it is a movement. A movement where women are not just customers but partners, where finance is inclusive, and where women’s economic empowerment is placed at the very center of institutional growth.
