Accessible and Inclusive Digital Experiences: Empowering Women and Underserved Groups in Financial Services

In today’s digital-first world, financial services organizations face a pivotal opportunity—and responsibility—to design digital experiences that are accessible and inclusive for all. This is especially critical for women and other underserved populations, including people with disabilities and those with limited digital access. By prioritizing accessibility and inclusion, financial institutions can close engagement gaps, drive equitable financial outcomes, and unlock new avenues for growth and trust.

The Imperative for Accessibility and Inclusion

The push for accessible and inclusive digital experiences in financial services is driven by a convergence of regulatory, ethical, and business imperatives. Regulatory frameworks such as the Web Content Accessibility Guidelines (WCAG) and the Accessibility for Ontarians with Disabilities Act (AODA) set clear standards for digital accessibility. Compliance is not just a legal requirement—it is foundational to building trust and ensuring that all customers, regardless of ability or background, can confidently manage their financial futures.

Beyond compliance, the business case for accessibility is compelling. Over a billion people globally live with disabilities, and even more experience temporary or situational impairments. Women, in particular, are often underserved by traditional financial models, facing unique challenges such as earlier earnings peaks, longer life expectancies, and career breaks for caregiving. Inclusive digital design opens the door to these segments, expanding market reach and enhancing brand reputation.

Common Barriers to Digital Inclusion

Despite progress, significant barriers persist:

Web Accessibility Failures: Many financial websites and apps do not fully comply with accessibility guidelines, making it difficult for people with vision, hearing, cognitive, or motor impairments to access essential services.
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 security and privacy, leading to underutilization.

These challenges are even more pronounced for women and people with disabilities, who may face additional barriers to financial engagement and empowerment.

Best Practices for Designing Inclusive Financial Platforms

Financial institutions 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 women and 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.

Real-World Impact: Closing Engagement Gaps and Driving Equity

Across the globe, leading financial institutions are seeing tangible results from inclusive digital strategies:

Goal-Based Onboarding: Platforms that start with life events and goals, rather than products, foster deeper relationships and higher engagement among women clients.
AI-Driven Personalization: Firms using AI to unify client data and automate routine tasks have expanded access to personalized advice, improved conversion rates, and reported productivity gains of up to 40%.
Accessible Digital Onboarding: In markets like Southeast Asia, digital onboarding solutions now allow customers—including those with limited digital skills or access—to open accounts in minutes, lowering barriers for the unbanked and digitally disadvantaged.
Representation in Advisory Teams: Digital disruption enables remote advisory models, making it easier to recruit and retain diverse advisors who can relate to the unique experiences of women and underserved groups.

The Broader Context: Digital Inclusion as a Lever for Gender Equity

Women are poised to control an unprecedented share of global wealth, yet many feel excluded from financial services. Only a quarter of women invest in the stock market, and a significant number feel misunderstood by their advisors. By embracing digital strategies that prioritize accessibility, personalization, and education, financial institutions can build trust, drive engagement, and unlock new growth—while empowering women and underserved groups to achieve their financial goals.

Publicis Sapient’s Approach: Proven Frameworks for Accessible Transformation

At Publicis Sapient, we bring 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.
Inclusive Design and Development: Embedding accessibility from the outset, with cross-discipline training and regular testing with assistive technologies.
Agile, Data-Driven Solutions: Implementing scalable, secure, and personalized digital experiences that meet the needs of all users.
Continuous Improvement and Governance: Supporting accessibility as an ongoing commitment, with robust governance and a culture of learning and adaptation.

The Path Forward: Inclusion as a Strategic Imperative

The future of financial services is inclusive. By acting now, organizations can ensure that every customer—regardless of gender, 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.