Have you overlooked the opportunity to truly tap into a market segment that is often overlooked by the financial services industry? Chances are, you have. The U.S. Department of Labor estimates that American’s with disabilities represent $200 billion in annual discretionary spending. That number does not include their relatives, caregivers, supporters, etc. We are all aware that the ADA has basic website accessibility requirements. While that is a step in the right direction, it is significantly different to be compliant than it is to actually cater and market to this segment of the population.
The 2017 World Banking Report highlights that increasingly, technology is being relied upon. In order to stay ahead, and remain competitive you should consider upgrading technology in a way that enhances the lives of those with disabilities. Doing so in a way that enables people with disabilities to do business with you without the need for assistance, or to go to a branch could open a large, underserved segment of our population.
There are a few ways you can invest in technology and market to customers with disabilities in a way that can make a difference to your goals and your bottom line. Here are four actions you can take to incorporate people with disabilities into your overall marketing and sales plans:
Going beyond what you must do for this market segment can make the difference to your financial institution and help you achieve your growth goals while doing the right thing all at the same time.