Over the past few weeks, we’ve been proud to lead an important conversation through our Vulnerability Campaign — highlighting the unseen challenges many customers face, and the crucial role businesses play in supporting them. With the FCA’s latest Vulnerability Review reinforcing the need for meaningful change, our campaign asked the difficult but necessary question, “How do you really know if a customer is vulnerable — and what do you do once you know?”
From exploring the hidden nature of vulnerability to challenging rigid processes that fall short of Consumer Duty expectations, our aim has been to shine a light on where organisations can – and must — do better.
Real Talk on Vulnerability: Jayne Chats with MYTIME’s Bradley
If you want to understand the hidden face of vulnerability, a great place to start is with the interview Jayne Brown, Lead Consultant here at Simplify Consulting, held with Bradley, a young carer supported by the charity MYTIME Young Carers, where they discuss his experience as a young carer who looks after his mum and deals with her financial affairs.
On the surface, Bradley might not appear vulnerable. And that’s precisely the point. His story challenges us to rethink our assumptions and reminds us that vulnerability isn’t always visible, disclosed, or fitting into familiar boxes.
As service providers, this is our call to look deeper, listen more closely, and design experiences that don’t rely on a customer having to spell out their struggles to get the support they need. This discussion cuts to the core of why recognising hidden vulnerabilities matters, and encourages us to ask ourselves, “How do you provide the right support if a customer won’t talk about their vulnerability? Are our processes flexible enough? Do we make it easy for someone like Bradley to get things done without unnecessary stress or friction?”
Bradley’s interview gave us a window into a quiet reality many need to see; it’s a learning opportunity. Let’s use it to re-evaluate how we engage with every customer, because we never truly know what someone might be dealing with behind the scenes.
Watch the video here: Bradley’s experiences
Walking in their Shoes: Jo’s Insightful Vulnerability Blog
This blog by Jo Fulford, one of our Wealth Consultants at Simplify Consulting, unpacks why traditional processes often fall short and how organisations can shift from a compliance mindset to one rooted in empathy, adaptability, and real-world impact. It highlights the critical challenge we service providers face: how do we know when a customer is vulnerable – especially when they don’t tell us?
Truth is, vulnerability doesn’t always come with a label. Many customers fall through the cracks not because they’re invisible, but because systems haven’t been designed to detect or accommodate less obvious needs. Whether it’s a young person managing a parent’s finances or a client struggling silently with mental health, Jo challenges us to rethink what “vulnerability” really looks like in today’s world.
From practical recommendations on operational controls to reflections on language, process design, and customer communication, Jo’s piece is both a wake-up call and a roadmap. It’s a must-read for anyone looking to create frictionless, human-first experiences – not just to meet Consumer Duty expectations, but to truly serve customers better.
Read the full blog here: How will I know my customer is vulnerable? – Simplify Consulting
We’re all Ears: Natasha and Jo’s Perceptive Podcast
Natasha Bridgewater and Jo Fulford, both Wealth Consultants, dive into the nuanced world of customer vulnerability — exploring what it means in practice, where organisations often go wrong, and how to start making real, human-centred change. Through honest discussion and practical insight, they unpack the hidden layers of vulnerability and share how even well-intended processes can unintentionally create barriers.
Natasha and Jo bring both professional experience and personal reflection to the table, helping listeners ask the right questions like, “Are we really listening? Are our services truly accessible? Are we supporting people in the ways they actually need?”
From Assumptions to Understanding: Natasha’s Blog Explores Target Market Analysis
As well as the podcast, Natasha explored one of the most overlooked, yet essential, components of any effective vulnerability strategy: truly understanding your customer base. Drawing from the FCA’s latest Vulnerability Review, she makes a compelling case for why analysing your target market isn’t just a compliance exercise – it’s the foundation for inclusive design, better outcomes, and stronger trust.
From mapping customer needs and expectations to spotting when something doesn’t feel right, Natasha explains how this insight enables firms to define what “good” looks like, and how to monitor it. She also touches on practical outcomes; more inclusive communication, smarter product design, and a more agile, responsive service model.
If your processes are built for the average customer, not the real one, this blog will give you the nudge to look deeper and build better.
Read the full blog here: What are the benefits to analysing the target market and customer base? – Simplify Consulting
Highlights from our Vulnerability Campaign
Over the course of the campaign… These posts weren’t just observations, they were conversation starters. And the response showed just how ready our industry is to rethink the customer experience through a more empathetic lens.
Let’s keep the conversation going
The campaign may be wrapping up, but the work doesn’t stop here. Supporting vulnerable customers isn’t a one-time initiative — it’s an ongoing commitment to listen better, design smarter, and serve with empathy.
If you’re ready to dig deeper into your processes, understand your customers on a more meaningful level, or embed a vulnerability strategy that delivers real outcomes – we’re here to help.
Get in touch with us – https://www.simplifyconsulting.co.uk/contact-us/
