MEET OUR AMIGAS
Get acquainted with our “¡Oye Amiga!” characters
“¡Oye Amiga!” features four women from various stages of life.
Read more about them below. To learn more about the IDEO archetypes
mentioned, visit IDEO.org!
ANA
Hi! I’m Ana! My IDEO archetype is “Contributing Catcher.” My husband, Diego, and I are expecting our first child. I work as a cleaning lady periodically, though my husband is the primary source of income in our home. I earn at different times based on my family’s financial well-being. My husband is supportive in my desire to learn more about digital financial literacy. I even recently got my own smartphone! I am a savings group member. I am, however, unbanked and haven’t used a mobile wallet yet.
JOSEFINA
Nice to meet you! I’m Josefina. My IDEO archetype is “Unequal Earner.” I am 32 years old, married with 3 children, and my in-laws live with my family. I cultivate a mid-size vegetable garden on my husband’s farm. The money I earn is combined with my family’s income, but I do periodically siphon some of that money to save in case of emergencies. I manage our household expenses and have moderate input in our financial choices, but I do not have ultimate control like my husband. I am a savings group member and I have a bank account. But I mainly use cash and I have not ever used mobile wallet though I recently upgraded my feature phone to a smartphone!
MIRIAM
I’m Miriam! My IDEO archetype is “Influencer.” I am a 45-year-old widow with 2 children. I run a pharmacy and am considered financially successful in my community. I contribute 100% of my families income and have ultimate control in decisions. I have established, over my lifetime, a steady income and have risen up as a leader through my savings group. I am technologically very capable and own a smartphone. I participate in a savings group with a leadership role. I have a mobile wallet, a bank account, and send P2P payments. I have more knowledge about using digital tools and can help other women to learn!
LILY
Hey! I’m Miriam’s daughter, Lily. My IDEO archetype is “Sophisticated Entrepreneur.” I’m 27 years old. After graduating university, I stayed in the city to start a fashion and jewelry enterprise. Five years later, it is now a small business with 8 employees. I use a digital bookkeeping app, digital advertising / e-commerce, and pay my employees digitally. My husband also runs his own business. We keep our accounts separate from our shared household account, and he helps with household tasks so I have enough time to keep my business going. I’m grateful for the opportunities my mother worked to give me — if it weren’t for her savings, I wouldn’t have been able to go to school. In turn, I enjoy sharing business tips with her when we talk on the phone.
