The objective of this study was to determine the financial and non-financial services customer value proposition to the women-owned micro, small and medium businesses, as well as individual female customers in Uzbekistan, Kyrgyz Republic & Tajikistan to demonstrate the business case to IFC’s existing and potential client FIs and convince them of the business opportunity. The market research covered demand-side, supply-side and regulatory/enabling environment assessment and identified key gaps, obstacles and opportunities for individual women and women-led MSMEs following principles of human centric design (HCD).