To celebrate Women’s World Banking’s 45th anniversary, we are showcasing voices from around the world who have shaped our journey since 1979—from the Commission on the Status of Women to today. These stories reflect the impact of Women’s World Banking across the women we serve, our customers, and the allies driving financial inclusion forward.
Reimagining Resilience: How Gender-Diverse Leadership Drives Pula’s Success
How do you empower smallholder farmers—many of whom are women—to withstand the growing impacts of climate change while building resilience and self-reliance? For Rose Goslinga and Thomas Njeru, co-founders of Pula, the answer lies in rethinking financial inclusion. Their leadership as a gender-diverse team has fueled Pula’s success, demonstrating how diverse perspectives enhance innovation in financial solutions. As a proud member of the Women’s World Banking Global Network and a Women’s World Banking Asset Management Portfolio Company, Pula is transforming how smallholder farmers across Africa mitigate climate risks through tailored insurance solutions.
In a recent Making Finance Work for Women podcast episode, we spoke with Rose about her journey from development aid to institution-building. Alongside Thomas, she has played a pivotal role in connecting over 15 million smallholder farmers to insurance, driving impact and reshaping financial inclusion.
“Insurance Means Dignity”
For 753 million women in the most climate-vulnerable regions, financial services like savings, insurance, and credit remain out of reach. Pula directly addresses this gap, offering a financial safety net that ensures farmers don’t have to rely on external aid in times of crisis.
Reflecting on her childhood, Rose recalled the traditional response to drought in Africa: “When I grew up, if there was a drought, Dutch TV would run donation drives for the poor in Africa,” she shared. While well-intentioned, these handouts often left communities feeling powerless. In contrast, Pula’s solutions provide farmers with autonomy and security. “Insurance means dignity,” Rose explained. “It means you don’t need to wait for a handout.”
Thomas, who grew up on a small farm in rural Kenya, experienced the precarious nature of farming firsthand. He saw how a single drought could devastate families, leaving them unable to pay school fees or sustain their livelihoods. After working in insurance, he realized the power of financial tools to transform lives. “I saw my parents struggle when crops failed, and we were at the mercy of the weather. I knew there had to be a better way,” he told TIME magazine as a TIME100 Next 2024 leader.
Their complementary skillsets—Thomas’s strategic business acumen combined with Rose’s get stuff done attitude when it comes smallholder challenges —has shaped Pula’s mission: to make agricultural insurance accessible and ensure farmers no longer depend on uncertain aid. Through partnerships with governments, NGOs, and development organizations, Pula subsidizes premiums for farmers. Their products, accessible via mobile platforms, enable farmers to register, track, and claim payouts with ease. In Kenya, for example, Pula’s approach has reduced income volatility from weather risks by 30%.
Building Trust in Institutions at Scale
One of Pula’s early challenges was skepticism toward insurance. Rose and Thomas recognized that trust was a major barrier, even among governments. “[The customers] didn’t really trust that insurance companies would pay,” Rose noted. But as payouts became consistent, perceptions shifted.
A key milestone? The largest payout in African history, paying 40 million USD to the Zambian government’s and its farmers. Rose shared. These moments aren’t just about financial transactions—they symbolize building the system, trust and confidence in institutions designed to support people in crisis.
Harnessing Innovation for Impact
Pula’s cutting-edge use of technology has been a game-changer. By leveraging satellite data and sensors, the company enhances risk assessment and crop monitoring, ensuring timely payouts for losses caused by droughts and floods. Additionally, they collaborate with agricultural companies to bundle insurance with farm inputs like seeds and fertilizers, eliminating paperwork for farmers and ensuring seamless coverage.
The results are undeniable. Studies show that insurance can increase agricultural productivity by 16% annually, and Pula’s model has proven even more impactful. In Ghana, farmers using Pula’s subsidized insurance increased adoption of drought-resistant seeds and innovative fertilizers by 40%, boosting resilience to climate shocks.
During the podcast, Rose recounted a farmer’s reaction to receiving an insurance payout after a drought: “We may have lost everything, but at least tonight our stomachs won’t be empty.”
The success of Pula under Rose and Thomas’s leadership underscores a crucial truth: gender-diverse leadership isn’t just about representation—it’s about results. By bringing together complementary perspectives, they have built an innovative, resilient, and scalable solution that empowers millions of farmers, particularly women, to take control of their financial futures.
Women’s World Banking remains committed to economic empowerment through financial inclusion for nearly one billion women who lack access to formal financial services. Our approach—rooted in market research and advocacy—translates insights into real action, from digital financial solutions to gender lens investing and workplace leadership programs.
As part of our strategy, we’ve already helped 86 million women in emerging markets access financial products that transform their lives. We’re on track to reach 100 million by 2027, driving inclusive growth globally.
Let’s close the financial gap. Join us in reaching the nearly billion women still excluded from the formal financial system. Donate today.
