Diversifying Finance to Serve the Underserved

As a financial advisory firm GECA made a bold move. Instead of limiting its work to established corporate clients, it strategically diversified its portfolio to reach economically disadvantaged families and communities — without compromising its financial rigor.

By using the same tools and partnerships developed in the private sector, GECA helps low-income communities gain access to essentials like running water, sanitation systems, and renewable energy. But they do it in a way that creates jobs, skills, and micro-economies at the same time.

In Joanne’s words:

“We realized that when you design finance with inclusion in mind, you don’t just fund projects — you transform lives.”

What began as exposure to WK Kellog Foundation's network of partners in southern Haiti has blossomed into a multi-layered system of training, coaching, and follow-through that addresses not only financial literacy, but sector skills and mindset transformation.

The seed: financial literacy + interest-free loans

In its earliest phase, the programme targeted women already engaged in microbusinesses. Through Kellogg’s partner network in the South, GECA offered interest-free loans (a “soft capital” model) with rigorous training in basic business and financial skills. Impressively, the first year recorded a 100 % repayment rate. 

That kind of repayment performance is unusually high in such contexts—it signals not just credit discipline, but also that recipients believed in the value and sustainability of what they were investing in. Early success helped build credibility, trust, and momentum for expanding both the scale and scope of the CSR programme.

However, as GECA leadership observed, financial training and loan disbursement are necessary but insufficient for lasting impact. The “last mile” of support- ensuring women can grow, weather shocks, and reinvest- is critical. That insight shaped the evolution of the CSR model.

Closing the loop: sectoral training + psychological empowerment

Parallel to technical skills, GECA introduced a mindset component, branded “BRASÉ LIDÉ" (Thought Jam) to cultivate psychological empowerment. This “mindset training” helps women increase self-efficacy, resilience, goal-setting habits, leadership, and peer support- all of which can help bridge the gap between survival business and growth business.