Consumer Duty: ensure your marketing communications comply
The Financial Conduct Authority’s (FCA) Consumer Duty regulations set a new benchmark for consumer protection in financial services. These rules focus on delivering good outcomes for retail customers and require firms to create marketing communications that are clear, fair and easy to understand. Simplifying complex financial products and services is challenging but crucial for helping customers make informed decisions.
At InvestorComs, we know that achieving compliance with Consumer Duty takes more than ticking boxes—it requires a genuine commitment to helping customers engage with and understand your communications. Drawing on the FCA’s Final non-Handbook Guidance for firms on the Consumer Duty (July 2022), we’ve identified five practical ways to make sure your written content meet these standards.
1. Provide the right level of information
Focus on giving your audience the key details they need to make informed decisions. Avoid overloading them with technical jargon or disclaimers and help them evaluate their options by outlining benefits, risks and costs clearly.
2. Present content in a logical, user-friendly way
Structure your content so it’s easy to navigate. Highlight key information prominently and avoid hiding important details in lengthy terms and conditions. For longer documents, start with a summary of the key features, benefits, risks and costs to give readers a quick overview.
3. Keep communications relevant
Stick to what’s necessary for your audience. Explain any technical terms in simple language and remove unnecessary information or disclaimers. If your readers need to take action, such as filling out a form or providing consent, make it clear right at the start.
4. Use design to improve engagement
Make your communications easy to read by using headings, bullet points and clear text styling. Add visual elements like tables, diagrams and icons to simplify complex information. Keep the layout clean and avoid overwhelming readers with too many links or scattered content.
5. Address the needs of vulnerable consumers
Think about the challenges faced by vulnerable customers. Use inclusive language and make sure your communications are accessible. Test your materials with a range of readers to spot areas where misunderstandings might arise.
Beyond marketing
Our expertise goes beyond marketing materials. We also help firms with day-to-day business communications, including client letters, terms of business and customer updates. These documents are just as important for supporting informed decision-making and building trust.
For example, we recently worked with a wealth management firm to simplify the language across all of their marketing brochures, standard letters and terms of business documents. This refresh made everything easier for customers to understand while still meeting Consumer Duty standards.
Meeting Consumer Duty standards is about more than compliance—it’s about building trust with your customers by creating communications that are clear, relevant and actionable. Firms that meet these expectations not only avoid regulatory and reputational risks but also improve customer satisfaction and loyalty.
How we can help
At InvestorComs, we specialise in creating communications that are compliant, engaging and customer-focused. We can help you:
- Review and improve your existing materials to align with Consumer Duty standards
- Simplify complex financial information to create user-friendly documents
- Design visually engaging communications to increase customer engagement
By combining our expertise in financial communications with a deep understanding of regulatory requirements, we make sure your materials meet FCA standards and help you build stronger relationships with your customers.
If you’re looking for help to review or create marketing communications that align with Consumer Duty, get in touch. We’d love to work with you to make your materials clear, compliant and engaging.