Overview
Our Workplace Investing Service Centre looks after around 18,000 calls each month. The needs and requests from our members are all individual and their personal circumstances are very different.
In response to the customer experiences and our insights, we introduced a dedicated team in 2020 to support the needs of vulnerable customers.
Addressing the needs of vulnerable customers
The Vulnerable Customers Team has three people who are dedicated to offer support, guidance and advice across Fidelity, to ensure that the needs of members in vulnerable situations are thought about and planned for in propositions and developments. Our support has won many industry awards including the British Standards Kitemark for Inclusive Service. We were the first pension provider to receive the kitemark and we have been recertified in 2025.
How we evolve as needs change
Customer needs are forever evolving. We are increasingly aware of new vulnerabilities, which may be permanent or temporary in nature. Our review cycle starts from hearing about a disclosure of a vulnerability, to understanding how this impacts the customer, and then identifying a resolution; what can we do to ensure a good outcome and minimise the risk of harm? Across our team, we then raise these learnings and train our staff and implement any changes. Over 120 Vulnerable Customer Champions can provide bespoke assistance to customers with complex needs.
Case studies
Supporting people with low or no digital skills
We are delivering our services most efficiently and effectively as a digital first solution. But some of our customers tell us they do not want to be supported this way, either due to a lack of confidence in using a computer or the internet, or a fear of being scammed. The Financial Conduct Authority reports that 2% of people in 2024 are digitally excluded, a significant decrease from 14% in 2017, however, 1.2 million people are still potentially being excluded from businesses adopting a digital-only service, including financial services.
Domestic abuse
We have seen an increase in domestic abuse disclosures from customers and financial advisers on behalf of their clients. Once we are notified, we apply a safety checklist to protect these victims/survivors and offer the additional support that they may need.
Our support services
We take an additional step to support customers, recording their needs so that they do not have to explain their requirements every time they contact us. For example, we may add markers to help our staff in advance of making or receiving a call, such as ‘speak slowly’, ‘speak loudly’, or that a customer ‘does not use online’ or ‘do not use a mobile phone’. This helps us to communicate more effectively and efficiently in a way that each customer wants to communicate with us. We have recently launched a video relay service for those who use British Sign Language - watch a case study about this service.
We are always looking for the best way we can support customer needs. Our experience and insight is helping new projects or process changes to cater for the needs of vulnerable customers.
You can find out more about how we can support vulnerable customers, with accessibility, such as providing documents in different formats, and where to get help so that you can access information and provide support to your employees.