Gamification Boosts Financial Literacy for Rural Mexican Women

Tuiio, a microfinance initiative by Santander, is applying gamification to financial education in rural Mexico. Through virtual simulations, Tuiio is helping women in underserved communities gain a better understanding of financial management, paving the way for greater economic independence and improved quality of life.

In rural Mexico, 33.1% of women have a formal savings account, compared to 44% of men, as reported by the 2021 National Financial Inclusion Survey (ENIF). By engaging with the program,  Tuiio reports an income increase for 54% of women, improved housing for 48%, and children’s education funding for 36%. The program reports that 14% of women were able to prevent their children from dropping out of school to work and contribute to the family income.

“We designed tutorials and distributed a game via WhatsApp, where they could learn to consult their balance in a virtual ATM. They practice without any risk,” said Norma Castro, CEO Tuiio for Expansión. This method transforms basic financial tasks  into a game, allowing participants to learn crucial skills in a low-pressure environment.

The platform's digital approach is designed to break down barriers to financial literacy, especially in rural areas where access to traditional financial education is limited. Tuiio offers personalized financial guidance through its branches across the country, where both men and women can seek advice. In addition to teaching women how to manage their finances, the initiative provides access to savings and credit products, helping participants take their financial education to the next level.

Gamification transforms abstract concepts into interactive experiences, improving memory retention and practical application, reports MBN. Data-driven insights help educators track progress, identify learning gaps, and refine teaching strategies. In Mexico, the focus on a digital education reform and the expansion of e-learning platforms have positioned the country as an emerging market for gamified education solutions, adds the report.

Since its inception in 2017, Tuiio has distributed over MX$14 billion (US$701 million) in 1.5 million credits, with a focus on states like Mexico, Guerrero, Veracruz, and Oaxaca. The impact goes beyond financial knowledge, as it instills a sense of empowerment, explains Castro.