Industry Deep Dive: Accessibility and Disability Inclusion in Financial Services

In an era where digital transformation is reshaping every facet of financial services—from banking and insurance to superannuation—the need for accessibility and disability inclusion has never been more urgent. Financial organizations are not only navigating a rapidly evolving regulatory landscape but also facing heightened expectations from customers who demand equitable, barrier-free access to essential financial products and services. For leaders in this sector, accessibility is no longer a compliance checkbox; it is a business differentiator, a trust builder, and a catalyst for innovation and growth.

Regulatory Drivers: AODA, WCAG, and Beyond

Financial services are among the most highly regulated industries, with accessibility standards such as the Accessibility for Ontarians with Disabilities Act (AODA) and the Web Content Accessibility Guidelines (WCAG) setting clear benchmarks for digital inclusion. These frameworks require organizations to ensure that all digital touchpoints—from websites and mobile apps to online forms and customer portals—are usable by people with a wide range of abilities. Compliance is not just about avoiding legal risk; it is foundational to building trust and ensuring that all customers, including those with disabilities or limited digital access, can confidently manage their financial futures.

Common Barriers: The Digital Divide and Web Accessibility Failures

Despite progress, significant barriers persist in the financial services sector:

Web Accessibility Failures: Many banking and superannuation websites still fall short of accessibility best practices, making it difficult for people with vision, hearing, cognitive, or motor impairments to access information or complete transactions.
The Digital Divide: Lower-income households, the unemployed, and those lacking digital skills are less likely to engage with digital financial services, often due to cost-of-living pressures or lack of access to technology.
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 have concerns about the security and privacy of online platforms, leading to underutilization.

Recent analysis shows 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.

Opportunities for Leadership: Best Practices in Accessible Financial Experiences

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 Member and Customer 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.

The Broader Context: Digital Inclusion in Financial Services

The digital divide is not unique to superannuation; it is a sector-wide challenge. As financial services become increasingly digital, the risk of excluding vulnerable populations grows. Ensuring that digital transformation is inclusive is not just about compliance—it is about financial equity and long-term customer well-being. Accessible digital experiences can help close the engagement gap, enabling all customers to make informed decisions and participate fully in their financial lives.

Publicis Sapient’s Approach: Proven Frameworks for Accessible Transformation

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 Opportunity for Financial Services Leaders

By prioritizing accessibility and inclusion, financial services organizations can:

Unlock new sources of customer loyalty and advocacy
Expand their customer base by reaching underserved and disengaged populations
Enhance their reputation as ethical, forward-thinking organizations

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.