In today’s economic climate, financial vulnerability is becoming increasingly visible across all customer groups.
Yet, for many individuals (particularly men) there remains a significant barrier: the reluctance to talk.
IE Hub’s latest campaign, Tackle Money Together, brings this issue into focus through the lens of community, sport, and human connection.
Featuring Jonathan ‘Fox’ Davies, a former Welsh international rugby player and British & Irish Lions centre, the film highlights a powerful truth: people are far more likely to open up about financial pressures in environments where they feel safe, understood, and not judged.
Why this matters for organisations
For organisations supporting customers through financial difficulty, this insight is critical.
Many individuals:
Many individuals:
- Delay seeking help due to stigma
- Feel uncomfortable discussing money, particularly over formal channels
- Are more responsive in familiar, community-driven environments
This creates a gap between available support and actual engagement.
The role of trust and environment
The campaign demonstrates how trusted spaces, like local rugby clubs, naturally encourage open conversations. These environments provide:
- A sense of belonging
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Peer support
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Reduced perceived judgement
For businesses, the takeaway is clear: how support is delivered matters just as much as the support itself.
Hear directly from Jonathan ‘Fox’ Davies on why trusted environments like local communities play such a key role in helping people open up about financial pressures.
Applying this to customer support strategies
Organisations can take practical steps to reflect these insights:
1. Humanise financial conversations
Move away from overly formal or transactional communication. Use language that feels supportive, clear, and non-judgemental.
2. Reduce friction in accessing help
Digital tools should simplify (not complicate) the process of sharing financial information. IE Hub’s platform removes the need for difficult phone conversations, allowing customers to engage at their own pace.
3. Recognise the emotional context
Financial difficulty is rarely just financial. It is often tied to stress, identity, and mental well-being. Support strategies should reflect this.
4. Leverage trusted touchpoints
Partnerships with community organisations, charities, and local networks can help bridge the gap between support services and those who need them.
Breaking the stigma
A key message from the campaign is the need to address how stigma disproportionately affects men.
As Jonathan Davies highlights, many men still feel pressure to “bottle things up,” which can delay intervention and worsen outcomes.
For organisations, this means:
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Designing outreach that feels approachable and normalised
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Avoiding language that may feel clinical or intimidating
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Encouraging early engagement before issues escalate
How IE Hub supports this approach
IE Hub is built around accessibility, dignity, and ease.
Our platform enables customers to:
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Create and manage their budget in a simple, guided way
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Share financial information securely with organisations
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Access support without the pressure of difficult conversations
Ultimately, it allows organisations to meet customers where they are… both practically and emotionally.
A Collective Responsibility
Financial vulnerability cannot be addressed by tools alone. It requires a collective effort, across businesses, communities, and support networks.
Tackle Money Together is a reminder that when people feel safe to talk, they are far more likely to seek help.
And when they seek help earlier, outcomes improve, for both individuals and the organisations supporting them.
Join the conversation
If you’d like to support this initiative within your organisation or community, we can provide campaign collateral for your club or shared spaces.
To get involved, contact marketing@iehub.org and our team will be happy to help.
