Ethiopia stands at the threshold of a financial revolution. Ambitious reforms, skyrocketing mobile money adoption, and the entry of foreign banks have signaled the dawn of a modern, competitive banking sector. Yet, in the heart of the country’s economic engine—its rural communities and among its women—formal banking remains an aspiration more than a reality. According to a report by Backbase, “Banking in Ethiopia 2025: the opportunity, the barriers, and the road to growth,” only 37% of rural adults and 38% of women possess a formal financial account.
While the sound of digital progress echoes through Addis Ababa’s fintech hubs, millions of Ethiopians remain on the outside, managing their money through traditional, informal channels rather than mobile apps or bank branches. This dichotomy points not only to the challenges faced by the country’s most underserved groups, but also to immense opportunities for banks willing to innovate with empathy and insight.
For most Ethiopians, the journey toward a cashless, inclusive future starts with deeply rooted behaviors. Decades of self-reliance have shaped a financial landscape where saving and borrowing are managed within the community rather than the financial system. Saving often takes the form of “equb” (traditional community savings circles), informal savings groups, or simply storing cash at home. The majority still prefer trusted people over a distant institution.
This reliance on informal finance can be explained by a combination of limited trust in banks, perceptions of complexity, and logistical difficulties. Many rural residents remain far from the nearest branch or agent, and the documentation required to open even a basic account feels daunting. As a result, while banks and mobile payment providers have expanded rapidly in urban areas, their services have yet to win over most rural households.
Women—often responsible for household budgeting and small business activities—face additional hurdles. Despite their central roles in the economy, most financial products do not reflect the complex, day-to-day realities of Ethiopian women’s lives. Flexible savings accounts or microloans for women entrepreneurs remain rare, further entrenching the reliance on informal tools and practices.
One major barrier to broader adoption of formal accounts is trust. Many rural Ethiopians view banks with caution, citing transparency concerns and past negative experiences. Banking products are often described as difficult to understand, with hidden costs and rigid requirements. These perceptions deter adults who already feel uncertain about their ability to maintain steady balances or comply with complicated paperwork.
A lack of identification documents further excludes many women and rural dwellers. Even when accounts are available in principle, the requirement for government-issued ID and other records presents a formidable barrier. According to the report, accessibility—both physical and procedural—remains the single biggest obstacle.
Digital financial tools, though on the rise, have not yet reached their potential in these communities. Smartphones are not always affordable or readily available, particularly outside urban centers. For those who do have mobile access, digital savings tools are often perceived as confusing or unreliable, compounding the reluctance to move away from tried-and-true methods rooted in face-to-face trust.
Borrowing, like saving, mostly happens through networks of family and friends. According to the Backbase report, the vast majority of loans originate within personal relationships, as formal financial institutions require stringent collateral and offer products perceived as inflexible or irrelevant. When households need funds for emergencies, school fees, or input purchases, it is often the community that provides.
Remittances—a lifeline in many rural and regional economies—are also overwhelmingly conducted in person. Cash changes hands in town, at the market, or through the intermediation of a trusted local agent. While digital transfer services are available and growing, high transaction fees, patchy rural delivery, and lack of interoperability between providers have kept most Ethiopians tied to familiar, physical channels. For digital channels to thrive, the report argues, they must offer not just speed and affordability but intuitive, user-friendly design in local languages.
Experts and advocates see an urgent need for a shift in how banks engage Ethiopia’s vast underserved majority. The report highlights the concept of “composable banking,” which calls for modular, adaptive products tailored to individual behaviors, aspirations, and barriers. In practice, this means designing customer journeys that begin in the realities of rural life and women’s economic activities, not merely retrofitting urban-centered products.
For example, microloans tailored to daily or seasonal cash flows, wallet-based tools for managing irregular daily expenses, and savings features accessible by feature phone voice commands could offer real, meaningful alternatives. Reducing the bureaucratic burden—by allowing for varied forms of identification and streamlined onboarding—could further draw millions into formal finance.
Moreover, the transition cannot be merely technological; it must be rooted in trust-building and financial education. Banks need to invest in community partnerships, transparent communication, and persistent outreach to demonstrate value, build confidence, and foster digital literacy.
Ethiopia’s banking sector is in the midst of a transformation that could be world-leading. The National Digital Payments Strategy, new fintech partnerships, and regulatory reforms have set ambitious targets: raising banking account penetration from 46% in 2022 to 70% in 2025, and surging digital payment adoption.
But numbers alone do not tell the whole story.
The success of Ethiopia’s financial revolution will ultimately be measured not in mobile wallets opened or apps downloaded, but in the everyday choices of rural families and women entrepreneurs. True inclusion means financial tools that empower users, reflect their needs, and support their ambitions.
For banks and innovators, the message is clear: The next chapter of growth—and the real impact—lies not just in reaching more Ethiopians, but in truly serving them. The challenge and opportunity are great. With composable, context-driven services and a renewed commitment to trust, Ethiopia’s financial institutions have a rare chance to redefine what banking means for all its people.