In order to answer the question whether learning tools can improve financial engagement, in 2014, Vodacom Tanzania and the Commercial Bank of Africa introduced M-Pawa. This is a mobile savings and loan service in Tanzania for rural communities lacking formal banking. Despite initial challenges, they partnered with Busara and an SMS-based education provider to employ behavioral science. Busara designed effective messages for M-Pawa’s digital learning platform, experimenting with formats and frames. Socially oriented messages emphasizing social norms and relatable narratives were most successful, leading to increased platform usage and savings.