Strengthening financial support through seamless digital referral journeys

Many of Very’s customers prefer to manage their financial matters independently and online, with some actively disengaging from more traditional channels, like telephony. This presented a clear opportunity for Very to implement a digital, self-serve platform. Not only would this refine the digital referral route into StepChange, but would also better serve customers struggling with debt.

It was found that:

• Given Very is an online retailer, there was a customer expectation that they would be able to resolve financial queries via digital channels.
• This led to a lack of engagement from customers who did not want to speak to an advisor over the phone.
• Customers were missing signposts for financial support earlier in their journey.
• There was a need for a self-serve, digital platform incorporating a seamless, sensitive referral route to debt advice.

Very wanted a solution that aligned with customer behaviour, treated customers fairly, and reinforced their commitment to supporting financial wellbeing.

StepChange and Very collaborated to embed StepChange Direct, a purpose-built digital referral pathway, throughout Very’s self-serve collections journeys.

While StepChange Direct has previously been placed at natural decision points such as money worries pages and email communications, the new implementation is an important step forward.

By integrating an enhanced, fully embedded referral route into Very’s new self-serve collections platform, StepChange Direct is now accessible when financial difficulty is identified. This ensures customers who may not engage via telephony still receive timely, supportive guidance, strengthening early intervention and improving outcomes across channels.

The digital pathway provides a consistent experience, mirroring the advisor‑led journey while allowing customers to progress privately and at their own pace.

StepChange worked closely with Very's third‑party relationship managers and Credit Risk teams to:

• Design sensitive, customer-friendly messaging
• Normalise help‑seeking behaviour
• Ensure digital placement aligned with customer behaviour
• Deliver awareness sessions for operational teams

This strengthened a culture of early intervention and enhanced both organisations' understanding of digitally‑led financial support.

StepChange work with Very on an ongoing basis to continue to raise awareness of services and carry out regular awareness sessions on recognising when to make a referral.

The introduction of StepChange Direct has delivered meaningful improvements, strengthening the long‑term financial resilience of customers, ensuring help is available at the right time, through the right channels.

• Higher conversion rates to debt advice compared with telephony channels
• Improved reach to previously disengaged customers
• A more consistent referral process across digital and advisor-led interactions
• Enhanced customer trust through impartial, accessible support
• Stronger alignment with regulatory expectations around fair treatment

The partnership directly supports StepChange’s strategic ambition to be digital‑first, data‑led, and powered by experts.

The integrated digital referral model means:

• Customers receive early support
• Very can confidently support customers who do not wish to engage by phone
• Advisors and digital systems deliver a consistent experience
• This deepens early‑stage problem debt interventions and ensures that customers are supported before their situation escalates.

The platform has been in place for over three months under a controlled roll out to assess performance. In this time, we have seen success in engaging customers that had previously disengaged with Very and improved engagement with StepChange compared to past activity, and conversation of customers from referral to engaging with support.

The partnership is set to continue evolving, with opportunities to:

• Explore deeper integration within upcoming platform redesigns
• Expand data sharing to improve insight‑driven interventions
• Continue delivering joint staff training and best practice sessions

After more than a decade of partnership, Very and StepChange continue to evolve how customers in financial difficulty receive support. Through thoughtful digital integration, shared expertise, and a united commitment to customer outcomes, the partnership is delivering faster, more accessible, and more effective help for those who need it most.