Barclays: Enabling change through empowerment – meeting the needs of vulnerable customers

Barclays, a banking brand, developed a segmentation study that identified customers at risk of financial vulnerability to better support this group.


Barclays and Truth have worked collaboratively together for over five years to better understand and support customers experiencing financial difficulty. Our collaboration highlights the important role insight can play in changing individual outcomes and is indicative of how longer-term agency engagement in the wider client picture produces best practice strategic work.