Creating trusted targeted support journeys

This new framework will enable firms to provide tailored recommendations to groups of consumers with shared characteristics. This will make good decisions easier - but only if customers engage with, and trust, the targeted support journey.

That's why we've developed a framework to accredit trusted targeted support journeys, which empower consumers to make good decisions. We're familiar with the FCA's way of thinking, and have developed our framework in conversation with them.

Building trust through behavioural science

We know that the FCA requires firms to harness insights from behavioural science to design journeys with good outcomes.

With behavioural science, consumer outcomes are more foreseeable. There is no such thing as 'neutral' design - the way journeys are designed will always nudge consumers in one way or another. So firms must design their targeted support journeys carefully, taking into account the way consumers actually behave, including biases and cognitive limitations.

Trusted journeys will make effective use of appropriate friction, communicate in a way consumers are likely to understand, and limit the use of deceptive patterns. Behavioural science underpins targeted support journeys which lead to good outcomes for customers.

Independent validation of your approach to targeted support

As firms develop their approaches to targeted support journeys, an independent expert view will be vital to ensuring the journey facilitates informed outcomes, and makes good decisions easy. Fairer Finance is well placed to provide this independent assessment. The FCA is familiar with our approach, and our team of behavioural scientists, linguists and regulatory experts provide deep sector expertise.

Evidencing trusted journeys

Firms who wish to build engagement and trust will need to evidence that their journeys have been independently reviewed. Providers who meet our criteria will be eligible for our accreditation which can be used externally (e.g. on your website).

Testing targeted support journeys

As firms develop targeted support journeys, testing will be vital to demonstrate that journeys have the desired impact on customers. We have been asked to run customer testing of online journeys for providers. See our page here for more on how we have supported others to test journeys.