Nationwide becomes first financial provider to offer free benefits support over the phone, in addition to online

Nationwide wanted to help more customers access vital financial support at a time when millions across the UK are missing out on the benefits they’re entitled to.

An estimated £24 billion goes unclaimed each year, with many people unaware they are eligible, daunted by complex systems, or unable to access digital services.

With 4.5 million children now living in poverty and the cost of living crisis continuing to bite, ensuring people can understand and claim their full entitlement has become increasingly important.

For Nationwide, the challenge was clear: remove the barriers of awareness, complexity and digital exclusion, and make it easier to complete a benefits check and take the first step towards greater financial stability.

Furthermore, the initiative was directly supported by Nationwide’s members, with research confirming that providing this vital support is a natural and expected fit for the Nationwide brand.

Nationwide partnered with Policy in Practice to launch a fully inclusive benefits checking service that offers both a self-serve online and app calculator, and a free expert telephone helpline.

This dual approach ensures that people who can’t or prefer not to use digital services still receive exactly the same level of support.

The key to the solution was creating a seamless user experience.

By integrating the Better Off Calculator into its website and app, Nationwide created a simple, trusted route that begins with a 1-2 minute “Indicator Tool.”

This first step helps customers quickly determine if they should invest time in the full check, directly overcoming the initial complexity barrier that often prevents claims.

The partnership also aligned with Nationwide’s broader strategy: banking, but fairer, more rewarding, and for the good of society.

The impact was significant and immediate.

In the first four weeks since launch 2,229 households discovered they were eligible for an average of £554 extra per month, totalling over £14 million in annual unclaimed benefits.

This is roughly equivalent to a typical UK household’s monthly bills for energy, council tax, water, insurance and basic digital services.

By offering a telephone assisted route alongside digital access, Nationwide has created one of the most inclusive benefits checking services in the financial sector, helping customers overcome the barriers that often stop them from completing a claim.

The scale and speed of the amount identified clearly demonstrate the strong customer demand and the critical need for large financial services organisations to step up and play a more active role in closing the unclaimed support gap.

A key achievement of the proposition has been becoming the first financial services provider to offer free benefits support by telephone, ensuring that people who face digital exclusion are not left behind.

The combination of online and telephone support has enabled thousands of people to understand the help available, and take meaningful steps toward financial security.

The scale of the impact demonstrates what is possible when a major financial provider uses its reach, trust, and customer focus to close the gap between people and the support they urgently need.

Looking forward, Nationwide is focused on continuing to develop the proposition, helping to raise awareness of the support that people are entitled to.