Many older people want to bank and shop online, but face unnecessary barriers. Here’s how to change that.
As I try to help my 88-year-old grandmother navigate her online banking and shopping, I’m reminded that the digital world isn’t working for everyone yet. She’s enthusiastic about technology, with a phone, laptop, and tablet that she uses regularly. Yet despite her tech-savvy spirit, she’s finding herself increasingly lost in the digital maze.
Take our recent adventure in credit card activation. What should have been a quick tap-and-done turned into a 10-step ordeal involving multiple devices and security measures. By the end, she was so discouraged she said she probably wouldn’t bother using the card at all. While digital natives like me instinctively surf through these systems, filtering out the noise, my grandmother’s generation often gets caught up in the details.
The UK’s hidden offline population
The numbers tell a sobering story: almost 4 million people over 65 in the UK do not use the internet at home – that’s about a third of that age group. Even more concerning, 2.4 million adults have zero basic digital skills, with more than half of those being over 75.
When older people cannot confidently manage their money online, they might simply give up trying. This is bad for business because it means potential customers are leaving their money gathering dust rather than making purchases or investments. But more importantly, it’s about maintaining independence – because nobody wants to ask their grandchildren how to check their bank balance for the third time this week.
As digital professionals, we’re not just building websites; we’re building bridges. Every time we explain a term clearly, simplify a process, or make a button easier to find, we’re extending a helping hand across the digital divide.
How to build those digital bridges
1. Write for clarity and reassurance
- Start with the important stuff – tell users exactly what they need to do (or if they can put their feet up and do nothing).
- Keep it friendly and reassuring – think of it as writing for a friend who’s smart but nervous about technology.
- Go easy on the CAPS LOCK and dramatic warnings. We’re managing money, not directing traffic.
2. Make navigation intuitive
- Test your interface at different zoom levels and screen sizes.
- Keep important buttons visible.
- Write descriptive links so people know where a click will take them. ‘See your investment options’ beats ‘click here’.
3. Explain technical terms
- Put simple explanations next to technical terms – think friendly translator, not technical manual.
- Be consistent with your terminology.
- Avoid unnecessary abbreviations – we’re not racing against the clock.
I show examples of lots of these in the video below.
The Consumer Duty isn’t just a regulatory box to tick – it’s a shift in how we think about accessibility in financial services. Regulatory requirements and accessibility standards are now walking hand in hand.
This alignment means we can all focus on what matters: making things work for real people. When we make content accessible, everyone gets to manage their money with confidence and dignity, whether they grew up with smartphones or rotary dials.
Because after all, my grandmother, like millions of others, just wants to manage her money with the same independence she brings to everything else in her life. And given that she can still solve a cryptic crossword faster than I can turn on my laptop, I’d say she’s more than up to the challenge – she just needs digital services that meet her where she is.
