Financial service providers see great potential in using mobile money to drive outreach and scale. Mobile operators have aggressive strategies to increase market share by capturing new subscribers, which requires deeply penetrating the three billion people who live on less than $2.50 a day. Yet, many of the services on offer are not designed around the needs, behaviors and capabilities of the poor. We see the effects of this in low usage rates, preventing services from reaching scale and commercial viability. In particular, services do not appear to be designed around the needs of poor women, excluding them from participating fully in the mobile revolution.