These profiles have been created after research with real customers in vulnerable situations. All names have been changed.
The emotions surrounding dementia are complex and its impact is felt in many ways. People suffering from dementia often lose confidence in their abilities. Brian may be trying to keep some semblance of control and sense of self by refusing to accept help from those who care for him.
Brian's challenges are magnified by the shift of many services from physical to digital. He struggles to remember passwords, can't easily differentiate between genuine and phishing emails, and finds it difficult to use online banking. Being heavily reliant on others puts Brian at high risk of exploitation. As branches close and call centres are off-shored or their capacity reduced, Brain is further isolated.
Due to difficulty managing his accounts and lack of capability using digital services, it's highly likely that Brian will be on the highest tariffs for all his utilities and mobile phone. He may struggle to access information that would help him make a choice or change tariffs. As his cognition deteriorates, he may find it difficult to understand the information provided or how a change will impact his financial position.
As his abilities continue to deteriorate, Brian will become ever more vulnerable to financial, emotional and psychological crises. Greater responsibility for his wellbeing will inevitably fall to others. Existing services and products are rarely designed to safeguard the individual while managing the progressive transference of control to others.
