Financial Inclusion & FinTech
Building trust, driving adoption, and making financial tools work for everyone.
Financial inclusion depends as much on clear communication and trust as it does on technology. Whether you need to conduct early-stage concept testing, design an accessible digital platform, or run consumer-facing campaigns to target vulnerable, hard-to-reach and neglected audiences, we help providers, FinTechs, and industry coalitions deliver measurable customer outcomes that satisfy regulators and serve real human needs.
The Challenges We Solve
Targeting Vulnerable, Hard-to-Reach and Neglected Audiences
Great tools mean nothing without trust. From digitally cautious rural communities to vulnerable groups relying on third-party help, we build consumer-facing campaigns that reach people where they actually are.
Bridging Commercial Viability with Human Empathy
Funders need a viable business case, regulators demand fair customer outcomes, and end-users need empathy and control. We build strategic positioning and brand narratives that satisfy business requirements while keeping consumer trust at the centre.
Overcoming Friction in Legacy & Supported Journeys
Over 11 million UK adults rely on family or carers to manage money online, but legacy systems force risky workarounds. We re-engineer complex journeys into clear, accessible experiences that preserve independence and prevent fraud.
How we can help
Engage us across any stage of your roadmap, as an end-to-end strategic partner or for targeted, standalone campaign drives.
Insight, Early-Stage Concept Testing & Proposition Validation
We apply sector research, run iterative concept testing with end-users, and validate propositions in market to build a solid commercial and human rationale for your tools and services.
Brand & UI/UX Design
Usable for everyone should not mean boring or basic. We create WCAG-compliant digital interfaces and brand identities that carry authority with partners while delivering engaging, reassuring interactions for all consumers.
Consumer-Facing Campaigns & Education
Not every challenge requires building software. We design multi-channel campaigns to target vulnerable, hard-to-reach and neglected audiences, ensuring communities know about available resources and feel confident using them.
Featured work.
Link: Cash at the Till Campaign
Generating over 50 million impressions for a financial service nobody knew existed. A multi-channel public campaign that won over a sceptical audience for a completely new, non-purchase cash withdrawal service.
Devon Fields Consulting: Shaping the UK Policy Agenda for Inclusive Digital Payments
Cite partnered with Faith Reynolds, founder of Devon Fields Consulting and one of the UK’s leading experts on financial inclusion and payment policy, to transform complex sector research into high-impact publications and digital storytelling tools.
LINK: Website & Experience Redesign
Building a platform millions of UK cash users, and the regulators, could all trust. A unified digital experience and design system balancing everyday consumer utility with complex stakeholder and compliance data.
LINK: ATM Access Campaigns
Reaching over 200,000 people to protect local cash access across rural Britain. Hyper-local data powered a focused awareness campaign that protected access to cash for vulnerable communities without writing a single line of code.
Ready to Drive Greater Adoption?
Whether you are testing an early-stage concept, validating a proposition for funders, or launching consumer-facing campaigns to target vulnerable, hard-to-reach and neglected audiences, we bring the strategic insight, creative direction, and sector expertise to help you succeed.
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