Unlocking capital and new opportunities for women entrepreneurs through radical trust-based lending.
JUST is disrupting US microfinance to make trust-based lending the gold standard in financing women entrepreneurs in low-income communities.
I am not an employee of BNY Mellon, or an immediate family member of a BNY Mellon employee
I am over 18 years of age
My organization is incorporated as a non-profit, for-profit, or hybrid organization, or I have a partner that is incorporated and could accept funds on my behalf
I have already piloted my initiative and have some initial evidence of impact
My organization is headquartered and creating impact in the United States
Where are you making a difference?
1000 Rio Grande Street
Focus Areas (required)
Business & Social Enterprise
February 1, 2016
Project Stage: Select the description below that best applies to your approach.
Growth (have moved past the very first activities; working towards the next level of expansion)
Website or social media URL(s) (optional)
1.Founding Story: Share a story about the "Aha!" moment that led the founder(s) to get started or the story of how you saw the potential for this to succeed.
Our CEO, Steve Wanta, led Whole Plant Foundation’s work in microfinance for 10 years and saw the results of trust-based lending flourish across the world, except in the US. During this time, he witnessed the huge potential of women to uplift themselves and their communities out of poverty. He deeply felt that the microfinance sector could do better in expanding trust-based lending to reach more low-income women and provide custom solutions to specific needs. Eventually, he realized that he could not achieve this vision with Whole Planet.
In 2016, Steve set out to turn vision into reality. He co-founded JUST to redefine and expand the concept of lending based on trust to make capital more accessible for underserved women entrepreneurs.
2. The Problem: What problem are you helping to solve?
Just $1 out of $23 in small business loans go to women-owned businesses that desperately need capital. This problem persists because
-Traditional banks and microlenders enforce rigid loan requirements and repayment terms.
-Unhealthy peer pressure in traditional lending groups leaves no room for coaching towards financial skills.
With 11.3 million women entrepreneurs in the US, women’s financial success is a force for economic development.
3. Your Solution: How are you planning to solve this problem? Share your specific approach.
:We provide women entrepreneurs with $500 to $5,000 loans, which they invest in their businesses to grow their income and savings. Before JUST, over 60% of our clients had zero access to capital.
:We help women build healthy financial habits, such as planning expenses, setting financial goals, keeping a savings fund. Client leaders called JUST Entrepreneur Trust Agents (JETA) coach their peers towards financial resilience. Women receive further support from lending circles, where they make meaningful connections and co-create a culture of trust and belongingness.
Beyond directly addressing financial needs, we take a systems-level approach to solving the persistent problem of capital access, specifically:
:We take client referrals from nonprofits lenders that are unable to serve the small-dollar capital needs of women - complementing other solutions in the microfinance value chain.
:We connect successful program graduates to bigger organizations that can provide larger amounts of capital, fueling the next stage of business growth.
:JUST serves as a thought-leader in the sector and inspires other similar organizations to replicate trust-based lending across the US.
4. Example: Please walk us through a specific example of how your solution is working to solve the problem.
Before JUST, Isabelle was struggling to launch her small business of buying and selling handbags. On top of working and supporting three kids, she was going through a divorce. When Isabelle joined JUST through a referral from a friend, she improved her approach to managing her business and achieved the following:
-$900 savings in just one month of working with JUST;
-Learned to become more structured and strategic in building her inventory based on the amount of her savings;
-Learned to set goals in selling her products and establishing a cash reserve for her business;
-Saved $8,000 in 11 months to secure a down payment for a home trailer, eliminating high monthly rent expenses;
-Became a JETA and is now inspiring and coaching other women entrepreneurs to take control of their finances and achieve success.
5a. Too many people in the U.S. have unmet needs for financial products and services. How is your work reaching a population(s) that is currently underserved? If it is not reaching an underserved population yet, how might it in the near future?
To get a clear grasp of unmet needs, we conducted pre-pilot focus group discussions and casual social gatherings with Hispanic entrepreneurs. Efforts led to a program that draws an underserved market - 98% of our clients are low-income and 69% are extremely low-income.
Today, we’re reaching more entrepreneurs through a trust-based referral system, where JETAs invite other women whom they trust to pay back loans on time. In the near future we plan to serve other minority women entrepreneurs.
5b. Please specify if the population you are reaching is underserved due to any of the following characteristics:
6. Marketplace: Who else is addressing the same problem? How does the proposed project differ from these approaches?
Other organizations (Grameen America, ACCION, and LiftFund) have similar products and services, but our execution is unique:
:We take trust-based lending seriously. 100% of loan applications recommended by JETAs are approved and more than 99% of clients pay back loans on time.
:We organize lending circles around the needs of our clients, eliminating undue peer pressure and nudging towards healthy financial habits.
:We do not obsess over repayment rates. We focus on building financial resilience so that women can adapt to financial shocks long after they’ve moved on from our program.
7. Impact: How has your project made a difference so far?
Currently, JUST has 275 active clients and has provided over $1 million in loans with a 99% repayment rate. Through SMART savings goals, 85% of our clients report that they are able to at least maintain or increase their savings. In addition, a common trend among clients is that within the first 24 months of entering the program, they increase their savings by an average of 224% - not a deliberate target but a welcome result.
Beyond the numbers, JUST is making a positive difference in the lives of women entrepreneurs. For instance, aside from increasing her savings, Isabelle is learning how to make informed financial decisions. She is building her assets and looking for promising investment opportunities to improve her long-term financial situation. Her business is thriving and she no longer needs to worry as much about providing for her children and pursuing her passion.
8a. Spread Strategies: Moving forward, what are the main strategies for scaling your impact?
:Collaborating with other nonprofits in the system: We partner with organizations providing value-adding products and services. An example is our collaboration with LiftFund in Dallas for successful JUST entrepreneurs who need bigger capital.
:Growing our community of client leaders: JETAs are the drivers of our growth. As we expand, we empower more JETAs to take on leadership roles.
:Integrating technology: We use technology to reinforce our trust-based lending model. By automating aspects of our program, we make the loan application less burdensome and achieve higher organizational ef
8b. If applicable, which of the following scaling strategies have you launched?
Franchising, Licensing, Accreditation
9. Financial Sustainability Plan: What is this solution’s plan to ensure financial sustainability?
JUST earns revenue through an annual loan interest rate of 15% - an amount that’s low enough to help our clients grow their businesses but also sufficient for JUST to sustain its program. JUST is also supported by philanthropic grants, loans, and referral income through partnerships.
To fund strategic growth and innovation in the long-term, we will use philanthropic and investment support in our expansion to new geographies and development of new services for entrepreneurs.
10. Team: What is the current composition of your team (types of roles, qualifications, full-time vs. part-time, board members, etc.), and how do you plan to evolve the team’s composition as the project grows?
Our team members have immense experience supporting entrepreneurs and social enterprises. They are Steve Wanta (CEO, Co-Founder), Bill Wood, (Co-Founder, serial investor), Andy White (Co-Founder, lawyer), Haydee Moreno (FinTech Professional), Ivonne Salinas (Community Director), and Erika Ortiz (User Researcher).
We aim to recruit new staff to aid our expansion. Our founding team will move to new roles focused on mentoring new recruits and inspiring other microfinance professionals to join.
Help Us Support Diversity! Part 1 - Which of the following categories do you identify with? (optional)
White (for example: German, Irish, English, Italian, Polish, French)
Help Us Support Diversity! Part 2 - Do you identify as part of any of the following underrepresented communities? (optional)
No, I do not identify with an underrepresented community
How did you hear about this challenge?