A Spectrum of Financial Choices: How CUs Can Support a Neurodiverse Market
When my friend, Janine, went to open a checking account with her high-functioning 18-year-old autistic son, Will, she expected the process to be straightforward. Instead, they were met with confusing forms, unfamiliar banking jargon, and a long wait in a noisy branch lobby. For Will, who thrives on clarity and calm, the experience was overwhelming. Sadly, this story is not unique—and it highlights why the neurodiverse community remains one of the most underserved markets in the financial services industry.
Credit unions have a unique opportunity to make a difference. By intentionally designing services, environments, and communication styles that support neurodiverse members, credit unions can fulfill their “people helping people” mission while tapping into an underserved market.
Where Credit Unions Can Lead
Unlike big banks, credit unions are built on relationships and flexibility. Here are 10 ways credit unions can better support neurodiverse members:
1. Simplify All Forms & Disclosures:
Redesign paperwork in plain language, with clear step-by-step instructions and visual aids. Avoid jargon wherever possible.
2. Offer Multiple Communication Channels:
Provide options beyond phone calls—such as text, chat, or email—to allow members to choose their most comfortable way of interacting.
3. Train Staff in Neurodiverse Sensitivity:
Incorporate awareness training for frontline and back-office employees, focusing on patience, flexibility, and respectful communication.
4. Create Sensory-Friendly Branch Spaces:
Designate quiet areas or allow appointment-based visits to reduce overstimulation from crowds, noise, and lighting.
5. Build “Easy Choice” Accounts:
Create simplified account options with fewer features and clearer terms—ideal for members who need less complexity.
6. Enable Shared Access Safely:
Offer tools like joint accounts, spending alerts, or caregiver visibility options so families can support independence without taking full control.
7. Develop Visual & Interactive Education Tools:
Replace abstract concepts with concrete examples, videos, and infographics that explain topics like budgeting, overdrafts, and credit.
8. Audit Digital Platforms for Accessibility:
Ensure apps and websites are uncluttered, consistent, and easy to navigate. Avoid unnecessary pop-ups, flashing elements, or overly complex menus.
9. Invite Member Feedback:
Establish advisory panels or focus groups with neurodiverse members and families to learn directly from their experiences.
10. Celebrate Progress Publicly:
Share stories about how your credit union is creating more inclusive services. This builds trust and shows your commitment to all members.
A Mission-Aligned Opportunity
Credit unions take pride in being more than just financial institutions. The industry philosophy of “people helping people” is crucial to serving the spectrum of needs of the neurodiverse community. By leaning into accessibility, CUs can make good on that philosophy while reaching a market that is both underserved and eager for support. It’s not just good business; it’s the right thing to do.
Will’s first banking experience could have gone differently with a few small adjustments. Imagine how empowering it would have been if the process had been simple, the environment calming, and the staff understanding. For credit unions, creating that kind of member experience is entirely within reach—and it’s exactly the kind of leadership our communities need.
To learn more about this growing movement, here are some additional resources:
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