Supermarket receipts inform people who are difficult to reach about free help with banking

Finextra

30-06-2025

Not everyone in the Netherlands finds it easy to manage their own banking.
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In fact, one in six Dutch people occasionally runs into problems. These people are often less skilled digitally or have low literacy levels. Banks find it challenging to reach these groups, which makes it harder for them to provide adequate support. A new initiative - a message on the receipts of PLUS supermarket in Waalwijk - tells people where they can get free assistance. In this way, ABN AMRO aims to show that help is at hand for those who need it.
Starting Saturday 28 June, customers shopping at the PLUS supermarket in the Dutch town of Waalwijk will receive a receipt bearing a short message written in simple language. The receipt doesn't offer an actual solution to the problem, but it does point them to where they can get help with banking. This comes in the form of a free helpline where they can speak to an adviser, making it easier for people who are usually hard to reach to find help. Gudy van der Wal, Director of Financial Accessibility at ABN AMRO: 'We've known for a while that there's a strong need for support with everyday banking matters, such as digital banking and making transfers. With ABN AMRO Helps, we want to be here for everyone, including people we can't easily reach at the moment. That's why we're always looking for new ways to engage with these clients. This receipt is one of those ways. We were thrilled that Stephan van Engelen, supermarket manager at PLUS Waalwijk, reacted enthusiastically straight away.'
No one should be left behind
'In a society that is becoming increasingly digital, it's crucial that no one is left behind,' says Olaf Nouwens, Accessibility Policy Officer at Senioren Brabant-Zeeland. 'Many seniors would like to manage their own banking affairs, but they sometimes need someone to help them get started. It's essential that assistance isn't only available, but that it is also visible and close at hand. This receipt can truly make a difference for people.'
Lowering the threshold to getting help with banking
Research shows that one in six Dutch people sometimes needs help with banking, but many don't know where to find it. This is especially true for people who struggle with reading or have little experience with computers. Pointing the way to free help on the receipt lowers the threshold to seeking support.
Anyone with questions about making payments or doing their banking securely can get help by phone free of charge. This initiative is part of a broader approach to making financial services accessible to all clients, regardless of age, education or digital skills.
National rollout if successful
ABN AMRO is exploring whether this approach helps reach more people with appropriate support. If the initiative proves successful, it may be expanded to other areas. 'This way, we're building step by step towards a future where everyone can participate, at a pace and in a way that's right for the individual,' concludes Van der Wal.