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.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands