An accessible online bank is good service – the customer experience truly matters
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A recent doctoral dissertation from the University of Vaasa reveals that although banks' online services meet technical requirements, for many users they are difficult to understand and cause feelings of frustration, fear, and uncertainty. According to Annikki Hyppönen's research, over one million Finns need more accessible services. It is no longer just a matter of digital exclusion, but also of a growing cybersecurity threat.
Although Finland is a leading country in digital services, a significant portion of the population struggles with daily banking. The doctoral dissertation in communication studies from the University of Vaasa shows that the accessibility of online banks is much more than just technical functionality: it is about linguistic clarity, ease of use, and, above all, emotional security.
– Banks have focused on meeting the technical requirements of the Digital Services Act, which is a good start. Banks also have a great deal of technical expertise, but more cooperation is needed, and the work must continue. According to my research, technical accessibility alone is not enough if the language of the service is so complex that the user does not understand what they are doing. This not only causes great frustration but also exposes the user to increasingly sophisticated scam attempts, says Annikki Hyppönen.
The research data describes the accessibility problems faced by customers. Failure to use an online bank creates anger, helplessness, and even shame. When managing one's own finances feels overwhelming, confidence in one's own skills and in the service provider diminishes.
– A positive experience of success builds customer loyalty, but continuous frustration can lead to switching banks. Emotional accessibility—that is, the experience that a service is easy and reliable—is at the core of a quality customer experience, Hyppönen states.
The solution: Genuine customer understanding
According to the dissertation, the greatest challenge is the shift from technical execution to genuine customer-centricity. Banks should have a deeper understanding of the needs of customers for whom digital services are not self-evident. This group includes, in addition to the elderly and people with functional limitations, a large number of people who have little experience with online services or who are unfamiliar with banking terminology.
One of the key findings of the study is the link between content accessibility and cybersecurity. If a user does not understand the service's instructions or warnings, they cannot recognise a scam attempt.
– Banks are in a constant race against cybercriminals and produce a lot of guidance. But does it reach those customers who are already frustrated and uncertain? Simple sentence structures, clear terms, and visual instructions would help everyone, but for those in the most vulnerable positions, they are essential. AI could also play a role here in the future, as long as the solutions it produces are designed to be accessible, says Hyppönen.
As concrete advice for banks, the researcher recommends that real users with various functional limitations should be included in accessibility assessment and testing. Their experiences reveal problems that developers do not see themselves. Surprisingly, the study also highlights that face-to-face service is making a comeback as a competitive advantage—not everything can or should be handled through a chat alone.
Doctoral Dissertation
Hyppönen, Annikki (2025) Saavutettavuustyön käytännöt osana verkkopankkien digitaalista saavutettavuutta ja asiakaskokemusta. Acta Wasaensia 563. Doctoral Dissertation. University of Vaasa.
Public Defence
The public examination of MA Annikki Hyppönen’s doctoral dissertation “Saavutettavuustyön käytännöt osana verkkopankkien digitaalista saavutettavuutta ja asiakaskokemusta”will be held on Friday 10 October 2025 at 12at the University of Vaasa, auditorium Kurtén.
It is possible to participate in the defence also online:
https://uwasa.zoom.us/j/64368966046?pwd=ks54j55OeW3a2VBGm3YkqeU2NakJtb.1
Password: 430497
Professor Camilla Lindholm (University of Helsinki) will act as opponent and Professor Merja Koskela as custos.
The defence will be held in Finnish.
Tietolaatikko
Further information
Annikki Hyppönen graduated with a Master of Arts degree from the University of Jyväskylä in 2019. She is currently working as a doctoral researcher at the University of Vaasa.