Are You Targeting The Best Users For Your Platform?

Women.

Data from 135,000+ users across 33 African jobtech platforms reveals a constant pattern: platforms with more women outperform the market. If women are underrepresented on your platform, you are missing out.

Find out how your platform fares

Take the Gender Inclusivity Assessment

The unit economics are impossible to ignore

32%

Higher LTV vs Men

29%

Higher Median Income vs Men

25%

Higher Median Monthly Retention vs Men

It’s even better for the ecosystem as women reinvest up to 90% of their income into their families and communities, creating a multiplier effect that outpaces men-led economic growth

Why women drive better outcomes?

Women are more reliable as users

Women offer supply reliability and GMV predictability most founders overlook. Women are twice as likely as men to earn nearly all of their income from a single platform. 70-80% see platform work as creating income opportunities that simply don't exist offline. This means not only more reliable supply but lower churn and less reacquisition spend

Flexibility makes women sticky

78% of women stay on platforms because they can control their hours, making flexible work design critical to reducing churn and increasing LTV

Women arrive with strong fundamentals

67% of women on jobtech platforms hold a diploma or higher, vs 46% of men, creating greater potential for upskilling and platform stickiness, as well as faster onboarding, lower training costs and quicker adoption of new features. Women are also particularly skilled in high-revenue density sectors such as beauty, wellness, and creator marketplaces

Where to start?

Marketing

If your highest-LTV users are women, you need to attract them. It’s the lowest-effort lever on this list — just ensure you’re not missing half the world

Data Disaggregation

Collect (and dashboard) disaggregated data. If you don’t know how women engage, you can’t do anything about it

Data Analysis and Gender Disaggregation Visualization

You can also run a quick self-assessment with our Gender Inclusivity Assessment which shows you exactly where to start for maximum impact

Three big initiatives that will move the needle

Offer true flexibility

Hyperlocal geofencing and job-splitting build work around women’s lives. You get stickier users and supply predictability, not just a better product

Provide platform financing

Sell-first, buy-later models or equipment leasing let women start with $0. They become asset owners. You get activated users who can’t easily switch. This unlocks supply and increases GMV

Build peer networks

WhatsApp communities or physical hubs that give real-time, peer-led support on client negotiation, pricing, platform use. Retention goes up. Support costs go down