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Financial services providers are always looking for ways to sharpen their segmentation - to provide the right offer to the right customer at the right time. Institutions that manage to do this successfully and consistently are usually the leading players in their markets. Yet one of the bases on which successful segmentation has often been judged - the level of fineness or granularity achieved - needs updating. The reason is that a growing number of leading-edge financial institutions are taking steps to develop products and services aimed at roughly half of the world's adult population: women.
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