This report by Advans demonstrates how a structured approach to gender-focused initiatives can yield significant results, even during challenging times like the COVID-19 pandemic. Investors can learn the importance of conducting thorough gender diagnostics at both global and local levels to inform strategy. The success in developing gender-differentiated customer profiles and tailored product value propositions in Cameroon and Ghana offers a model for creating targeted financial services. The implementation of a comprehensive Gender Action Plan across subsidiaries shows the benefits of a systematic approach.