Imagine this: you’re struggling with anxiety, debt, or a chronic health condition—yet you hesitate to contact your energy provider, fearing you won’t understand the jargon or that you’ll be treated insensitively.

You're not alone.

Research we conducted for the Vulnerability Registration Service (VRS) revealed that nearly a quarter of vulnerable individuals (24%) have avoided reaching out to brands altogether for fear they wouldn’t understand the information given to them. An additional 16% said the information provided by brands didn’t meet their needs while 28% have fallen into debt because of a vulnerability.

These figures aren’t marginal. They’re symptoms of a deeper issue: a customer experience ecosystem that inadvertently excludes those who need support the most.