Campaign Mission & Goals

The Smart Campaign is a global effort to unite financial leaders around a common goal: to keep clients as the driving force of the industry. 


Protecting clients is not only the right thing to do; it’s the smart thing to do. At the Smart Campaign we believe that financial service providers and their customers benefit when low-income clients can access financial services with confidence. When financial service providers implement the Campaign’s Client Protection Principles into their operations, they build strong, lasting relationships with customers, increase client retention, and reduce financial risk. Similarly, by incorporating Client Protection Principles into their investment criteria and due diligence, investors can build a healthier, more client‐focused industry that will foster a stronger portfolio and ensure healthy returns.

The Smart Campaign is working with financial leaders from around the world to provide institutions with the tools and resources they need to deliver transparent, respectful, and prudent financial services to all clients. For more than 10 years, the Campaign has maintained a rigorous Certification program, elevated the client voice, and convened partners to effect change at the national level. By putting clients first and collaborating together, we can strengthen the financial inclusion industry and elevate it as a model of responsible finance around the world.