Reliance

• Reliance Financial Services (Reliance) is a financial institution, founded by three young Gambian professionals with vast experiences in the financial services sector. The company started in 2006 and has proven to be professional as well as innovative. The long-term partnership between Beiersdorf and Reliance Financial Services has resulted in numerous social ventures undertaken by the latter.
  To illustrate, a special and successful undertaking involves a new product called the JULA account, Jula meaning ‘petty trader ‘ in all the main local languages in The Gambia. This account is meant especially for women groups
• (the so-called kafus), who engage in small (market) trade. Reliance took on an original strategy, gaining support of key women in the community. In the Brikama area, for instance, they worked together with a strong and inspiring market seller called Musu Kebba, who was able to mobilize her entire kafu and sensitize them about the advantages of banking. Moreover, Reliance made entry barriers for this account are exceptionally low: only 25 Dalasi or €0,70 - compared to an average 100 Dalasi - making it extra attractive for low-income market women to join in.
  At this point, thousands of JULA accounts have
• been opened already – enabling a brand new group of customers to enjoy the advantages of micro-finance.
  
  Extra resources:
  Link to http://www.reliancegambia.com/