Industry Spotlight: Accessibility and Inclusion in Financial Services Digital Experiences

In today’s digital-first world, financial services organizations—including banks, insurers, and superannuation funds—are under increasing pressure to deliver accessible and inclusive digital experiences. This imperative is driven by a convergence of regulatory requirements, ethical responsibility, and rising customer expectations for equitable access. As digital transformation accelerates, the sector faces a pivotal opportunity: those who operationalize accessibility and inclusion will not only meet compliance standards but also unlock new avenues for engagement, loyalty, and sustainable growth.

Regulatory frameworks such as the Web Content Accessibility Guidelines (WCAG) and the Accessibility for Ontarians with Disabilities Act (AODA) set clear, enforceable standards for digital accessibility. For financial services, these regulations are more than legal checkboxes—they are foundational to building trust and ensuring that all customers, including those with disabilities or from digitally disadvantaged backgrounds, can confidently manage their financial futures. Non-compliance exposes organizations to legal risk, reputational damage, and lost market share.

However, the business case for accessibility extends far beyond compliance. Accessible digital experiences are a potent differentiator, enhancing brand reputation and expanding market reach. There are over a billion people globally with permanent disabilities, and even more with temporary or situational impairments. Inclusive design opens the door to these underserved segments, driving innovation and positioning organizations as ethical, forward-thinking leaders.

Despite progress, significant barriers persist across the sector:

• Web Accessibility Failures: Many banking, insurance, and superannuation websites do not fully comply with accessibility guidelines, making it difficult for people with vision, hearing, cognitive, or motor impairments to access essential information or complete transactions.
• Digital Divide: Lower-income households, the elderly, and those with limited digital skills are less likely to engage with digital financial services, often due to cost, lack of access to technology, or unfamiliarity with digital interfaces.
• Generic, Non-Personalized Experiences: Overly generic content and interfaces can alienate users who already feel disconnected from their financial providers, further widening the engagement gap.
• Awareness and Trust Issues: Many customers are unaware of available digital services or harbor concerns about the security and privacy of online platforms, leading to underutilization.

Recent analysis reveals that over half of superannuation brands fail to meet best practice accessibility standards, and nearly three-quarters of Australians do not actively engage with their superannuation fund or know their balance. These gaps are even more pronounced for those with disabilities or limited digital access.

Financial services organizations have a unique opportunity to lead by embedding accessibility and inclusion into every aspect of their digital strategy. Actionable best practices include:

1. Adopt and Exceed Accessibility Standards

• Ensure all digital touchpoints comply with WCAG and are regularly tested with assistive technologies such as screen readers and keyboard navigation.
• Involve people with disabilities in user testing and co-design processes to surface real-world barriers and solutions.

2. Personalize Customer and Member Journeys

• Leverage data-driven insights to deliver tailored content and experiences that resonate with diverse customer segments, including those with specific accessibility needs.
• Implement dynamic content and micro-segmentation to make information more relevant and actionable.

3. Simplify and Streamline Digital Interactions

• Reimagine onboarding, applications, and support processes to be intuitive and barrier-free.
• Provide clear, jargon-free language and offer information in multiple formats (text, audio, video) to cater to different preferences and abilities.

4. Expand Awareness and Build Trust

• Proactively communicate the availability and benefits of accessible digital services.
• Address security and privacy concerns transparently to build confidence among hesitant users.

5. Measure, Iterate, and Lead

• Benchmark accessibility and inclusion as core metrics in digital performance reviews.
• Foster a culture of continuous improvement, leveraging feedback from all customer groups.

Accessible digital experiences are not just about compliance—they are about financial equity and long-term customer well-being. By embedding accessibility into every aspect of digital strategy, financial services organizations can:

• Expand Market Reach: Inclusive design opens the door to underserved and disengaged populations, including people with disabilities, the elderly, and those with limited digital skills.
• Enhance Brand Reputation: Demonstrating a commitment to accessibility and inclusion builds trust and loyalty, positioning organizations as ethical leaders.
• Drive Innovation: Designing for the extremes often leads to solutions that benefit all users, fostering a culture of innovation.

Across the Asia-Pacific region, for example, a leading Thai bank transformed its business in just 12 weeks by building a customer-first platform that connects all account types and enables intuitive, real-time control for users—including those with accessibility needs. In the Philippines, digital onboarding solutions now allow customers to open accounts in minutes, without the need for an initial deposit or complex paperwork, lowering barriers for the unbanked and digitally disadvantaged. Partnerships between banks and accounting platforms in Singapore enable SMEs—including those run by older or less digitally savvy entrepreneurs—to share real-time financial data, resulting in quicker loan approvals and tailored services.

Publicis Sapient brings decades of experience in digital business transformation, with a deep commitment to accessibility and inclusion. Our approach is grounded in:

• Comprehensive Accessibility Assessments: Benchmarking digital accessibility using proven frameworks to identify gaps and opportunities for improvement across the customer journey.
• Inclusive Design and Development: Embedding accessibility from the outset, with cross-discipline training for teams and regular testing with assistive technologies.
• Agile, Data-Driven Solutions: Implementing scalable, secure, and personalized digital experiences that meet the needs of all users, including those with disabilities or from digitally disadvantaged backgrounds.
• Continuous Improvement and Governance: Supporting accessibility as an ongoing commitment, with robust governance and a culture of learning and adaptation.

The future of financial services is inclusive. By acting now, organizations can ensure that every customer—regardless of ability or background—can confidently engage with and benefit from digital financial experiences. Prioritizing accessibility and inclusion is not just the right thing to do—it is a strategic imperative that drives growth, innovation, and long-term success.

Ready to lead the way in accessible financial services? Connect with Publicis Sapient’s experts to start your journey toward digital inclusion and customer engagement excellence.

Relevant Links

• 4 Accessibility Capabilities for Government Agencies
• 4 Accessibility Capabilities for Government Agencies
• Accessibility in Digital Health Communications: Reducing Administrative Burden for Equitable Outcomes
• Moderniser l’accès aux programmes d’assistance pour les seniors : une approche numérique inclusive (Europe)
• Bridging the Digital Divide: Ensuring Equitable Access to Government Services in Regional and Vulnerable Communities
• Acceso Digital a Programas de Asistencia para Personas Mayores en América Latina: Un Camino Hacia la Inclusión y la Dignidad (LATAM)