In this thoughtful and provocative blog post, Ignacio Mas lays down a series of challenges for everyone working on financial inclusion. Why aren’t these rather obvious and incremental things done by interested market participants themselves? Why don’t they already experiment with customer communication modes and new product features? Why don’t they eagerly seek out impact data that can drive effective marketing and PR, or more routinely seek customer feedback to improve their products and operations? Why don’t they systematically leverage customer insight as a core asset, and why do they under-invest in novel customer promotion techniques?