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Client segmentation as a new approach in rural market

Publication Good practices

Moznosti is the first microfinance institution in the Republic of Macedonia, founded in 1996. This Good Practice refers to client segmentation as a new approach in rural markets. The innovativeness relies on the classification of clients into five target groups, which allows Moznosti to model and offer products better suited to each customer's profile and financial capacities. This product was developed and implemented by Moznosti's own employees who are in daily contact with clients, which allows them to better understand the client context.