Digital financial service (DFS) providers across Africa and Asia typically build their DFS deployments from major urban centres, based on the assumption that these centres have a literate population with sufficient income to benefit from DFS. Another assumption is that the urban population includes early adopters who can influence others, including the rural population, to take up DFS. Theory aside, after relative success in urban centres, many DFS providers are struggling with strategies to extend their reach and to increase adoption and uptake of DFS in rural areas.