By Damian Parker, Head of Banking & Financial Services, Quadient
The way financial organisations communicate with customers is under growing scrutiny, and rightly so. A recent UK Supreme Court ruling has reinforced the importance of plain English in consumer-facing documents, underscoring that unclear or overly complex language can breach consumer-protection laws.
In fact, in a recent study conducted by the University of Nottingham and Browne Jacobson, only 13.4% of UK adults could meaningfully understand many of the documents tested. While the study focused on insurance, the findings point to a wider industry problem. If the average person struggles to understand the language of financial services, how can they truly engage with them?
To make financial services more accessible, organisations must prioritise clear, straightforward language that empowers customers to make informed decisions.
Building trust through clear communication
For too long, accessibility has been seen as a compliance exercise — a box to tick rather than a driver of value. But clarity in communication is about more than meeting regulatory obligations. It’s about ensuring customers can make informed choices and build long-term confidence in the institutions they rely on.
At Quadient, we believe that accessible communication builds trust. That starts with the language we use, making sure to remove any jargon and write with the reader in mind. It also means delivering information in multiple formats, from print to digital, so that no customer is excluded.
What’s more, accessibility should be embedded across every channel, ensuring that whether someone receives a letter, an email, or an in-app message, the experience feels seamless and consistent.
The role of AI in engagement
Artificial Intelligence (AI) is often viewed as a tool for efficiency, but it can also be instrumental in enhancing human connection. Used responsibly, AI can help financial organisations engage more meaningfully, spotting early signs of disengagement, tailoring messages to individual goals, and freeing employees to focus on human interactions.
And it’s clear that customers are ready for this evolution. Quadient’s research shows that Millennials and Gen Z are twice as likely as older generations to embrace AI-led communication, with nearly half (47%) of 18–34-year-olds saying it helps them receive faster responses. This growing appetite for immediacy is reshaping expectations across the board. People want communication that feels personal, timely, and transparent, rather than a one-size-fits-all approach.
While AI can automate routine tasks such as reminders or confirmations, it must never remove transparency and explainability from the equation. For example, customers should always understand why they’re receiving a message, and organisations must ensure algorithms are free from bias. Only then can AI truly support effective engagement in customer communication.
Turning information into empowerment
Innovation in communication is about helping people understand and act on complex information. Interactive statements now allow customers to explore “what if” scenarios for their savings or investments, making abstract numbers more tangible. In-app nudges can gently guide users toward better financial habits, while personalised videos can explain policy updates in a simple, engaging way.
Rather than overwhelming people with dense data, these innovations make financial concepts approachable and actionable. In turn, this helps customers make better decisions and deepen their sense of trust and control.
Building a fairer financial future
The recent Supreme Court ruling reinforces more than a legal milestone — it’s a call for transformation. Financial organisations now have a clear mandate, under the Consumer Duty and related fairness principles, to rebuild trust by embracing accessibility, transparency, and innovation at the heart of their communications.
To create truly fair and inclusive communication, financial language must do more than inform. By speaking plainly, organisations can help customers engage with confidence. And by leveraging AI, they can take personalisation even further, tailoring messages to individual needs.
Ultimately, fair and effective financial communication is about building trust and connection with customers. When customers feel understood and supported, they make confident decisions that strengthen loyalty, drive sustainable growth, and advance a more inclusive financial future.
