• Russell Webb, VP Europe at Level Access


• 11.08.2025 08:45 am
#DigitalAccessibility #FinancialInclusion

We are now living in an “always-on” era. Constantly connected, we expect key services to be available 24/7. For financial service providers, this has heightened the pressure to develop digital assets – mobile apps, websites and online platforms – that can quickly satisfy customer needs. In the UK, for instance, it’s now the case that 40% of the adult population have digital-only bank accounts. 

But, whether we are talking about a digital disruptor, a neobank or traditional player, it is important that all providers are offering user friendly experiences that are accessible to all customers. For many financial institutions, digital accessibility may already be an obligation – either due to ESG commitments or regulations such as the European Accessibility Act (EAA) – but it would be a mistake to simply view accessibility as a compliance requirement. 

In both the UK and EU, approximately one in four people have some form of disability – and many face multiple barriers when interacting with technology. In an increasingly competitive market place, this is a sizable group of people who cannot be ignored. 

Customers are looking for easy-to-access, easy-to-use digital offerings and aren’t afraid to walk away if their expectations aren’t met. With a record 1.32 million people switching their current bank account provider in 2024, providers must consider the requirements of people who may have hearing, visual or mobility disabilities, neurodivergences, chronic illnesses and more. 

Providers who embrace accessibility have an opportunity to differentiate themselves, and gain new customers. More than nine in ten financial services professionals (94%) now say better digital accessibility provides a competitive advantage, while a similar number (92%) say it contributes to improved customer retention. 

Despite the potential commercial benefits, however, there are still many financial services teams struggling with digital accessibility, either due to lack of technical knowledge and difficulties managing multiple experiences. Anyone in this situation will want to enlist an expert partner, but if they want to accelerate their accessibility journey they should also remember the following three pointers.   

Accessibility by design

The first pointer is to remember to include accessibility by default at the start of any digital transformation project. Accessibility issues remain a major issue for customers with disabilities – 15% of customers have reported feeling discriminated against by banks or other financial services providers. And, if accessibility is not included at the beginning, it will need to be retrofitted later, at great cost. 

Scaling accessibility 

The second pointer is to think about how accessibility can be scaled across the wider organisation. A major banking group, for example, may have multiple brands and several dozen customer-facing digital properties, which will typically be managed by different business units. If each team is following its own processes, using its own tools, it can be difficult to apply best practice and share learnings across all parts of the business. So, it’s advisable, with the support of an expert partner, to develop a centralised approach to governance that can deliver via customisable dashboards.          

Training teams 

Financial institutions should also provide accessibility training to all business units that are responsible for delivering customer experiences. This can rapidly increase know-how and accelerate accessibility maturity levels. The research shows, however, that just fewer than half of financial services professionals say their organisation offers “highly effective” accessibility training. And yet, professionals working within organisations who do offer “highly effective” training, are 2.7x more likely to say digital accessibility contributes to improved customer retention. 

As financial services providers look to deliver modern experiences, it’s crucial that they cater for all customers, current and future. By embracing and integrating digital accessibility practices they can ensure they are maximising that potential. 

Furthermore, with levels of accessibility maturity varying among financial services providers, this is an opportunity for brands to differentiate themselves. And, the sooner they embrace accessibility, the sooner they can gain an advantage in what is becoming an increasingly competitive market.