M‑PESA Mobile Money (Behavior Enablement via Infrastructure)

Confidence: Working. Strong field evidence exists; attach primary RCTs for full verification.

Fit narrative (Problem → Behavior → Solution → Product)

• Problem Market Fit: Households needed reliable, low-friction remittance and payment mechanisms without bank access.
• Behavior Market Fit: Sending/receiving small-value transfers via phone aligned with daily realities.
• Solution Market Fit: Agent network + SIM wallet reduced TTFB to minutes and enabled routine usage.
• Product Market Fit: Rapid, broad adoption; sustained use across remittances, savings, and payments.

Behavior metrics (window/denominator stated)

• Window: First 3 years; Denominator: adult population with access to agents.
• Adoption: Majority adoption within ~3 years (Kenya); RCT in Mozambique reports 80%+ adoption under agent access.
• Poverty outcomes: ~2% of households lifted from poverty (study estimate).
• TTFB: First transfer completed upon registration at agent (minutes).

Solution enablement (environment/process)

• Dense agent network removes access frictions.
• No smartphone or bank account required (SIM toolkit on feature phones).
• Interoperable with other services; trusted telecom brand.

BSM limiting factors addressed

• Abilities: Simple, low-literacy flows via SIM menus.
• Environment: Physical proximity to agents; low fee structure.
• Motivation: Immediate utility (remittances, bill pay).

Limitations/confounders

• Effects vary by agent density, regulation, and telecom quality across contexts.

Sources

• Field/RCT literature via J‑PAL/IPA.
• See Evidence Ledger: BS-0007.