Why proactive digital tools are the key to vulnerable customer engagement
Over the last 15 years working across financial inclusion one thing has become unmistakably clear: if we want to improve outcomes for both companies and the people they serve, we must make it easier, and emotionally safer, for customers to disclose their vulnerabilities. And that starts with being proactive.
At TellJO we’ve worked with local authorities, utilities and housing associations across the UK. We’ve seen how transformative it can be when companies shift from reactive models, where they wait for someone to fall into crisis, to proactive, digital-first approaches that engage people before financial or mental health problems become a crisis-situation.
Regulators have recognised this too, with FCA Consumer Duty, Ofgem and Ofwat all incorporating the identification of and fair treatment of vulnerable customers into their guidance. Despite this, a key question for many companies remains – ‘how do we identify and engage vulnerable customers?’
For too long, companies have relied on the assumption that people will speak up when they’re struggling. But this simply isn’t the case. Shame, fear of judgment, and low digital or financial confidence all play a role in silencing those who need support the most. Disclosure requires not only trust, but the right environment.
A proactive digital tool (like the wellbeing checks we’ve developed at TellJO) changes that dynamic. When you reach out first with empathy, give people the space to respond, and ask the right questions in the right tone, you make it far more likely that they will open-up. And when they do, they’re often telling you things they’ve never shared with another organisation before.
I shared some more advice on creating the right environment for disclosure in this blog post: https://telljo.org/work-with-us/resources/blog/five-steps-to-create-a-winning-disclosure-environment/
Digital engagement doesn’t just scale operations, it humanises them when done right. We’ve found that people are five times more likely to disclose their struggles through a secure digital channel than over the phone or face-to-face.
Why? Because digital tools offer a buffer. They reduce fear of confrontation and judgement by another person. Emotional safety drives engagement, and engagement drives early intervention.
When someone discloses a vulnerability early, before rent arrears escalate, before debt spirals, before mental health deteriorates, companies can offer targeted support that’s timely and effective. It might be a referral to a food bank, mental health support, budgeting advice, or a temporary payment arrangement.
For companies, early intervention translates into reduced costs, fewer escalated cases, and a stronger relationship with customers (we’ve seen up to 1900% return on investment for companies that support customers before their arrears escalate). For individuals, it can mean the difference between a short-term difficulty and a long-term crisis.
One of the most exciting parts of building TellJO has been seeing how consent-given data from proactive digital engagement can help organisations better understand the challenges their customers face. Before those challenges turn into complaints, rising customer arrears or regulatory issues.
Digital tools allow for real-time analysis of patterns in vulnerability, wellbeing, and financial distress. This not only improves service delivery but also supports compliance with the FCA’s Consumer Duty.
Being proactive isn’t just about sending an email or SMS; it’s about embedding care into the very infrastructure of your customer journey. It means recognising that vulnerability is a part of life – it can be fluid and complex, people move in and out depending on physical and mental health, personal circumstances and life events. According to the FCA Financial Lives Survey 45% of UK adults can classed as vulnerable (Source: https://www.fca.org.uk/data/financial-lives-2022-early-survey-insights-vulnerability-financial-resilience). And the sooner we acknowledge that, the more inclusive our systems become.
For example, we worked with E.ON Next recently, they were able to use the improved data to support 5,000 customers who had a terminal illness. Another large energy supplier was able to offer warm home advice to over 2,500 customers after they completed digital wellbeing checks.
Human-first responses that wouldn’t have been possible without that initial digital intervention.
Final thought
Companies that invest in proactive digital tools are not just ticking a box. They are signalling to their customers: We see you. We care. We’re here to help—before things get worse. That message, delivered digitally but grounded in compassion, is what drives real engagement, meaningful disclosure, and better outcomes for everyone.
