Preventing vulnerability is better than the cure: Why we’re no longer supporting just “vulnerable customers”
By Tracey Stone, Welfare Together
For years, the conversation in our sector has centred on “vulnerable customers”; a label that, while well‑intentioned, often captures people far too late. By the time someone is formally identified as vulnerable, the pressure has already built, the options have narrowed, and the road back to stability is longer and harder than it needs to be.
But today’s economic climate demands a different approach. Rising living costs, unpredictable energy prices and the erosion of financial buffers mean more households are now ‘just about managing’. Families who may be £1 over the Universal Credit threshold, or who have never needed support before and don’t realise what they’re entitled to. These are not traditionally “vulnerable” customers, yet they are increasingly at risk of slipping into difficulty without ever being flagged by conventional systems.
At Welfare Together, we’ve recognised this shift. We’re no longer waiting for households to reach crisis point before offering support. Instead, we’re focusing on early intervention, spotting the signs sooner, opening the door earlier, and making it easy for people to get help before financial difficulty becomes entrenched.
Proactive support, not reactive rescue
Most households who fall into serious financial difficulty don’t start there. They start with small signs: a missed payment, a sudden life event, a change in income, or a spike in essential costs. These early indicators are exactly where support can make the biggest difference.
That’s why we’ve built a model that reaches people before they’re in real trouble. Through proactive contact, accessible self‑referral routes, and partnerships rooted in community presence, we’re helping households stabilise earlier and avoid the spiral that leads to long‑term hardship.
Making it easy to ask for help
One of the most powerful shifts has been removing barriers to engagement. Together with our partner Telsolutions, we’ve introduced a simple toggle that allows customers to self‑refer directly from digital communications. No stigma, no gatekeeping, just a clear, quick way to say “I need some support.”
We’ve also added Welfare Together leaflets to annual billing, giving households a reminder that help is available long before arrears build up. And because not everyone engages digitally, we run in‑person workshops in local spaces such as foodbanks, community hubs and social prescriber networks. These sessions create safe, familiar environments where people can talk openly and get guidance early, especially those who have never accessed support before and may not know where to start.
Early intervention works
By shifting our focus upstream, we’re seeing stronger outcomes for households and for our clients. Our overall customer contact rate now stands at 51.07%, demonstrating that people will engage when support is accessible, timely and human.
This early engagement has helped customers secure £701,000 in benefits, exemptions and discounts, easing pressure before debt becomes unmanageable. At the same time, our approach has supported £982,000 in cash collected for clients, showing that prevention isn’t just compassionate, it’s commercially effective.
Continuous learning to stay ahead of need
Early intervention only works when the advice is accurate, current and trusted. That’s why our team receives regular training from our in‑house independent debt adviser, Fiona, ensuring we stay ahead of policy changes, best practice and emerging risks. This commitment to learning means households get the right guidance at the right time, every time.
The future is preventative
Supporting “vulnerable customers” will always matter, but preventing vulnerability is where real change happens. In a cost‑of‑living landscape where more households are balancing on a financial knife‑edge, early intervention isn’t optional, it’s essential.
By intervening earlier, listening more closely and making support easier to access, we’re helping households stay resilient, confident and in control. At Welfare Together, we’re proud to be part of a sector shift that recognises vulnerability not as a label, but as something we can actively prevent. And we’re just getting started.
