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Caring For Every Customer

2020 was the start of a new journey for EQ in Accessibility and Inclusion.

Linked to our purpose, we set out a vision to improve the experiences of the millions of customers we engage with by delivering products and services that are accessible to everyone. It’s ambitious, but we need to get it right from the start. Here’s how we are working towards achieving that.

Create positive experiences

At EQ, our vision is to improve the experiences and outcomes for customers by delivering products and services that are accessible to all. By designing accessible services, we aren’t just assisting people with specific needs, we are unlocking benefits for all.

Dementia Friendly

We now have over 400 Dementia Friends at EQ, including most of our Customer Experience Centre.

Customer Feedback

We are now actively seeking customer feedback when considering improvements for our products and services, to understand their needs and ensure their voices are heard.

Learn and grow

It is really important to us that our colleagues recognise the impact their interactions have on our customers and that we provide them with opportunities to learn and grow.

Vulnerability Awareness Week

Over 600 colleagues joined a variety of sessions to learn about vulnerability, with topics including financial resilience, bereavement and mental health amongst others.

Empathy Lab

Due to launch in 2021, this is a space where our Customer Experience Centre colleagues can gain hands-on experiences designed to simulate different vulnerabilities and develop empathy skills.

Gain external insight

We work with external partners to gain valuable insight which has helped expand our thinking and improve our approach.


We are a member of The Investing and Saving Alliance (TISA) Working Group and have conducted the Vulnerability Radar Assessment to better understand areas we need to focus on.

Feedback from Prudential

"It’s been fantastic to see the efforts made to improve the experience of vulnerable customers over the last six months and the operation is in a better place now as a result. Thank you for all your hard work and dedication"

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