Urban poverty in developed countries is escalating due to the current cost-of-living crisis, leaving many low-income individuals and families struggling to make ends meet in expensive urban areas. Despite this, research on poverty alleviation in the fields of marketing and management generally concentrates on the long-term poor in developing economies, overlooking the intricate dynamics of emerging urban poverty in developed countries that necessitate targeted interventions. This project focuses on the role of micro-savings principles - originating from the microfinance programme - in empowering the urban poor in developed countries to build financial resilience and overcome financial exclusion.