SM Advice, a specialist social media management firm for financial services professionals, has launched a new British Sign Language (BSL) translation service in a move designed to improve accessibility and promote financial inclusion.

The initiative, unveiled during Deaf Awareness Week 2025, is a first-of-its-kind social media content offering specifically tailored to support deaf consumers.

The service enables brokers, advisers and financial firms to publish BSL-translated social media posts that are fully compliant with Financial Conduct Authority (FCA) regulations.

By integrating deaf consultants into the development process, the content is not only accurate but culturally authentic – providing clear, verified messages that meet the needs of BSL users.

CONSUMER DUTY

The FCA’s Consumer Duty, which came into effect in 2023, obliges financial firms to deliver clear communication and remove unjustified barriers for all consumers, including vulnerable and underserved groups.

According to figures from RNID (2024), around 12 million people in the UK are deaf, have hearing loss or experience tinnitus – approximately one in five people.

Of these, an estimated 151,000 use BSL, with 87,000 identifying it as their first language.

Yet access to financial communications in BSL remains rare, often leaving this community underserved.

FINANCIAL INCLUSION

Setul Mehta, founder of SM Advice, said: “As part of our commitment to improving financial inclusion, we wanted to give advisers and firms a meaningful way to engage with Deaf clients.

“Providing access to financial information in a language that works for them helps build trust, increase understanding, and reduce long-standing barriers.”

The BSL social media package includes translated video content accompanied by English text, ensuring broader accessibility while maintaining regulatory compliance.

“The offering follows the company’s multilingual social media service introduced earlier this year, and is aimed at helping advisers deliver consistent, inclusive communication at an affordable price.

The launch also aligns with the aims of the BSL Act 2022, which gave British Sign Language official recognition in the UK, underscoring the need for improved visibility and accessibility across both public and private sectors.

FULLY TRANSLATED

Chris McQueen, head of sales at Involve Interpreter, which supports the initiative as a trusted BSL translation partner, added: “For the 87,000 BSL users who don’t consider English their first language, video captions alone can be insufficient.

“By offering fully translated BSL content, SM Advice is helping financial professionals reach an audience that’s often excluded from mainstream communication.”

Industry figures have welcomed the move.

Peter Hamilton, disability and access ambassador for the insurance sector, and head of Market Engagement at Zurich Insurance Company, said: “Anything that enables better access to insurance and financial services is a positive step.

“Many consumers face barriers at various stages of their financial journeys.

“It’s encouraging to see firms like SM Advice proactively addressing some of those challenges.”