A diagnostic study commissioned by Financial Sector Deepening (FSD) Uganda under the Stimulating Agribusiness for Youth Employment (SAYE) project (with CGAP and the FSD Network) examining how gender norms shape the behaviour of market actors and constrain women's financial inclusion in Uganda's Busoga sub-region. Among six key norms identified, the most prevalent was the belief that women should not have financial privacy from husbands or male household members, alongside norms that women should not own land or large assets in their names. The findings are intended to inform interventions — working with men, gender-intentional product design, and financial and digital literacy programmes.