Background
Phoenix Group, the UK’s largest long-term savings and retirement business, recognised that digital exclusion poses a growing challenge to both society and business. Across the UK an estimated 14 million adults (27%) have low digital capability and millions cannot complete simple online tasks. For Phoenix this meant that many customers could not access digital services essential for managing their financial futures.
The organisation realised that digital inclusion must begin internally, by equipping colleagues with the understanding, empathy and confidence to support customers who are digitally excluded. The goal was to create a transformative learning programme that would change how staff think, feel and act about digital inclusion and extend that impact across sectors.
Approach
Phoenix partnered with behavioural science specialists Cowry Consulting and Mhor Collective & SCVO, two of Scotland’s leading digital inclusion organisations, to design a blended, emotionally engaging learning journey.
The project was co-created through storyboarding workshops, empathy mapping and input from Phoenix’s Digital Inclusion Champions, who shared lived experiences of exclusion to ensure authenticity. Behavioural science shaped the tone and delivery, breaking down resistance to personal and vulnerable conversations by using real stories and reflective exercises.
Accessibility was central. The e-learning was designed with inclusive language, screen reader compatibility and clear literacy standards. The course combined videos, storytelling, interactive exercises and a digital simulation game that placed learners in the shoes of someone struggling to navigate the online world.
“Phoenix Group made digital inclusion personal, using empathy and evidence to transform culture from the inside out”
To maintain momentum post-launch Phoenix built a digital inclusion hub on its intranet, offering additional resources, signposted actions and follow-up learning. The entire project was delivered in just 12 weeks, using an agile, iterative approach that included continuous testing and refinement.
A white-labelled version was also created for third sector and public organisations, extending the programme’s reach beyond Phoenix and helping to improve digital inclusion capability nationwide.
Outcome
The results were exceptional. Across all measures, knowledge, confidence and preparedness increased dramatically with knowledge of digital inclusion up from 30% to 90%, awareness of how to support others offline from 24% to 81% and 100% confidence in supporting customers. Every participant reported feeling more comfortable discussing exclusion.
Colleagues described the course as one of the most powerful learning experiences of their careers, consistently rating it five stars and praising its authenticity and emotional resonance.
Culturally, digital inclusion has become embedded in Phoenix’s customer vulnerability strategy and everyday language. The learning model has since influenced new programmes in sustainability, vulnerability and digital transformation.
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