The Smart Campaign

The Smart Campaign

Keeping clients first in financial inclusion

We are the leading global voice on financial consumer protection and empowerment.

The Smart Campaign works globally to create an environment in which financial services are delivered safely and responsibly to low-income clients.

As the world’s first financial consumer protection standard, the Smart Campaign maintains a rigorous certification program, elevates the client voice, and convenes partners to effect change at the national level. Additionally, we support the implementation of consumer-friendly financial regulation and work hand-in-hand with financial service providers to understand the risks vulnerable clients face when accessing financial services. We develop standards and solutions that take these interests into account.

Program Activities

Smart Certification: The Smart Campaign’s certification program allows financial  institutions to demonstrate their adherence to the Client Protection Principles through a rigorous and objective third-party evaluation. Accredited Certification Bodies conduct Certification Missions that confirm an organization’s commitment to putting its clients first. Over 100 financial institutions, collectively serving more than 42 million people, have been certified for adhering to the Campaign’s industry-accepted consumer protection standards.

Building Coalitions for Change: The Smart Campaign works across the entire financial inclusion sector to help financial service providers understand client
protection, uncover their gaps and make positive changes. The Model Legal Framework translates the Campaign’s standards into regulation, while the technical support we provide to financial service providers, investors and networks infuses client protection into the DNA of the financial inclusion industry. Recently, the Campaign formed a community of practice called FintechProtects to engage providers and build industry will and know-how to address emerging consumer risks in digital financial services.

Tools Development and Dissemination: The Smart Campaign and its partners have developed a host of tools, including guidelines, case studies, and diagnostics, that help financial institutions implement the Client Protection Principles.

Research and Standards Setting: The Smart Campaign’s research and publications highlight obstacles to client protection around the world. Among other topics, the our work has highlighted best practices for responsible agent management in India, enumerated the client protection risks and opportunities in mobile consumer credit, amplified the voices of clients around the world, and explored what happens to clients who default. The findings help financial service providers, academics, policymakers and others implement new approaches to protecting economically vulnerable consumers. It also helps to set the bar for what should be expected from financial service providers in terms of good practices that protect their clients.

Smart Campaign at a Glance

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Certified Financial Institutions

Over 115 financial institutions have been certified for adhering to Smart’s industry-accepted consumer protection standards.

45 million

Clients Served

Smart certified organizations collectively serve more than 45 million people across the globe.


Prioritize client protection

96% of certified financial institutons surveyed indicated the Smart Certification helped their organization better prioritize client protection.


Understand client needs

86% of certified financial institutions surveyed agreed that Smart Certification helped them better understand client risks.

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Smart Certification

Over 100 financial institutions, collectively serving more than 43 million people, have been certified for adhering to the Campaign’s industry-accepted consumer protection standards.

While it’s important to certify the practices of individual financial institutions, we will not create wholesale, sustainable change until we galvanize the support all of the partners involved in serving low-income people, including regulators and new, technology-based service providers.
Isabelle Barrès, Director, The Smart Campaign

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The Smart Campaign website features client protection resources for financial service providers, regulators, investors, and clients.

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We appreciate the support of our partners.

Notable supporters of the Smart Campaign include Mastercard Foundation, Credit Suisse, and Agence Francaise de Developpement.

Comic Relief | Jersey Overseas Aid

Comic Relief is a UK charity which aim to create a just world, free from poverty – where everyone is safe, healthy, educated and empowered. Since 1985, Comic Relief has raised over £1 billion. That money has helped, and is helping, people living incredible tough lives, both here at home in the UK and across the world. For information about Comic Relief and the work it carries out, please visit Comic Relief is the trading name of Charity Projects, a registered charity in England and Wales (326568) and Scotland (SC039730), which is a company limited by guarantee registered in England and Wales (01806414) with its registered address at Hanover House, 14 Hanover Square, London, W1S 1HP. Jersey Overseas Aid (JOA) is an international aid agency funded by the States of Jersey that has been providing life-changing assistance to people in developing countries since 1968. Financial Inclusion is one of the agency’s priority funding streams, along with Dairy for Development and Environment & Livelihoods.

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