How Amaiz Is Adapting to the FCA’s New Consumer Duty: What It Means for UK Businesses

The FCA’s Consumer Duty is reshaping how UK financial firms treat their customers. Here’s how Amaiz is leading the way - embedding fairness, transparency, and value into every part of its business model.

Understanding the FCA’s Consumer Duty

As the UK's financial regulator sharpens its focus on customer outcomes, the Financial Conduct Authority (FCA)’s Consumer Duty is changing the way financial services operate.

For firms like Amaiz, it means going beyond basic compliance to embed fairness, transparency, and value at the heart of every decision.

We spoke with Dominic Gee, Head of Compliance at Amaiz, to explore how the company is adapting to these evolving standards - and what it means for everyday customers and business users.

What Is the Consumer Duty and Why Does It Matter?

Q: For those unfamiliar, what is the Consumer Duty and why does it matter now?

A (Dominic Gee): The Consumer Duty is a framework introduced by the FCA to ensure firms actively deliver good outcomes for their customers.

It’s not just about avoiding harm anymore; it’s about acting in customers’ best interests, being transparent, and helping them make informed decisions.

With the FCA now prioritising this Duty across areas like product design, customer journeys, and outcomes monitoring, it’s clear this isn’t a one-off shift – it’s the new standard.

How Amaiz Designs and Delivers Fair, Transparent Services

Q: What does this mean for how Amaiz designs and delivers services?

A: We’ve always focused on clear, fair, and secure services. But the Duty challenges us to go even further. It pushes us to test and question:

• Are our fees understandable?
• Are customers using our services as intended?
• Are vulnerable customers experiencing worse outcomes?

We’ve built these considerations into our design, monitoring, and review processes.

Monitoring and Measuring Outcomes

Q: The FCA now expects more evidence of ongoing monitoring and adjustment. How is Amaiz responding?

A: We’re introducing new metrics and robust feedback loops, including:

• Tracking usage patterns and analysing support tickets
• Gathering user feedback through surveys
• Reviewing internal reports from staff
• Conducting pilot testing with selected user groups

We also monitor how often customers contact support about specific features, which can indicate friction or confusion.

If we spot signs that customers are struggling or disadvantaged, we act quickly - redesigning features, clarifying language, or proactively offering support.

Our goal is to reduce friction and improve clarity, without compromising safety or functionality.

Ensuring Fair Value and Transparent Pricing

Q: Can you share how you’re ensuring fair value in pricing?

A: Transparency is our foundation - no hidden fees, no fine print. Learn more about Amaiz’s transparent pricing. But fair value is about more than cost; it’s about ensuring every customer gets proportionate benefit for what they pay.

At Amaiz, we regularly benchmark our pricing against the wider market, comparing not only fees but also quality, reliability, and customer experience.

We conduct cost–benefit analyses to ensure the price of each service reflects the value it delivers and plan ongoing value assessments combining:

• Customer feedback
• Usage data
• Complaints analysis

If the data shows a service isn’t delivering clear benefit relative to cost, we review its pricing or redesign the feature to improve fairness.

All fees are clearly explained before any transaction - both in-app and in our documentation - helping customers make informed decisions and avoid surprises.

In short: fair value means clear pricing, proportionate costs, and visible benefits that customers can feel day to day.

Supporting Vulnerable Customers

Q: What about vulnerable customers – how do you support them?

A: Supporting vulnerable customers is a core part of our Consumer Duty strategy. We recognise that vulnerability can affect anyone, at any time - whether due to financial hardship, health issues, language barriers, life changes, or limited digital confidence.

Our approach combines early detection, training, system design, and human support.

Early Identification

We’re building enhanced monitoring to identify signs such as repeated failed transactions, prolonged inactivity, or indicators of financial strain. When flagged, accounts receive personalised follow-up and additional support.

Empathy and Training

Our customer support team is trained to recognise behavioural cues-distress, confusion, hesitation - and respond sensitively. Clear escalation pathways ensure complex cases reach senior compliance or operations staff.

Accessible Design

Amaiz prioritises accessibility: plain, jargon-free language, consistent layouts, and visual cues that make key information easy to find. We also test communications with diverse user groups to ensure real-world understanding.

Vulnerability Framework

We’re developing a company-wide framework embedding these practices into every touchpoint - so inclusion and accessibility are built in from the start, not added later.

Protecting vulnerable customers also means handling their data responsibly - where privacy and ethics come into play.

Balancing Monitoring with Privacy

Q: Is data collection for monitoring outcomes creating any tension with customer privacy?

A: Protecting customer privacy while monitoring outcomes is one of the most important balances we manage.

We follow three guiding principles: necessity, transparency, and accountability.

• We only collect data essential for understanding behaviour and improving outcomes.
• Customers are clearly informed about what data is collected and why.
• Every new process undergoes a Privacy Impact Assessment (PIA) to ensure compliance with UK GDPR and the Data Protection Act 2018.

Our goal is twofold: protect every customer’s information while using insights responsibly to design better, fairer products.

Privacy and positive outcomes aren’t opposing goals - they’re two sides of the same trust-driven approach.

What Customers Will Notice

Q: What improvements might customers notice as the Duty continues to evolve?

A: You’ll see even clearer guidance at key moments - like sending international payments, managing bulk payments or activating new cards. We’re also enhancing personalisation so users get the right support at the right time.

Customers can expect:

• Simpler, clearer language that builds confidence in decision-making
• Transparent pricing with no hidden fees or confusing terms
• Proactive support when situations change or users need extra help
• Smarter monitoring to detect and fix friction early

A Message to Our Customers

Q: Finally, what’s your message to Amaiz customers today?

A: Our priority is simple: to act in your best interests.

The Consumer Duty helps us focus on what truly matters - building services that are transparent, reliable, and designed around your needs.

We want to be the kind of provider you trust to do the right thing - not just because we have to, but because that’s how good business is done.