We dive deep with Ben Perkins, Director of Partnerships & Services at Plain Numbers, to uncover why so many regulated businesses struggle to meet customer understanding requirements - and what they can do about it.
Plain Numbers helps organisations unlock better ways to communicate numbers – making complex information clearer, fairer, and more effective.
Through an established framework combined with real-world support, they help organisations make numbers work for people, not against them, and supercharge customer understanding.
And it’s not just theory - research shows it works.
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Ben highlighted that much of our financial understanding is tied to how well we handle numbers.
"Around half of UK adults have numeracy levels expected of a primary school child."
- Ben Perkins, Director of Partnerships and Services, Plain Numbers
He explained, referencing recent government figures.
In regulated sectors like finance or utilities, companies often bury key information in tables filled with figures.
That can create major barriers, especially for customers who already find numbers intimidating.
According to Ben, many firms focus on plain language but forget plain numbers.
"They’ll remove jargon from the text, only to leave a chunk of complex percentages for the customer to interpret."
- Ben Perkins, Director of Partnerships and Services, Plain Numbers
He added that there’s a habit of sharing every possible figure instead of highlighting the ones that matter. This leads to information overload and lower comprehension overall.
Regulators require certain terms and data, but there’s often more flexibility than businesses realise. Ben suggests stepping back to ask:
By focusing on what the customer needs to know, you can add optional details later - perhaps in a second layer or a more detailed attachment - so the important information is easy to see and understand.
Layering involves presenting the most crucial information first, then offering deeper detail if needed.
"If you must include an APR by law, you can still give customers a pounds-and-pence breakdown up front.
They see what they need right away.
Then, if they want to dive further, the APR is there."
- Ben Perkins, Director of Partnerships and Services, Plain Numbers
This cuts down on frustration and confusion, whether the message is about debt, interest, or loan offers.
A common mistake is to rely only on asking customers whether a letter or email is clear.
Ben warns that over 70% of people say they understand a communication, but randomised tests can reveal only 20% really do.
"Don’t ask, ‘Is this clear?’
Ask them a comprehension question instead, like how much they owe or how much cheaper it is to pay upfront."
- Ben Perkins, Director of Partnerships and Services, Plain Numbers
By checking actual understanding, companies can pinpoint and fix issues before customers get the wrong idea.
For large organisations, changing hundreds of communications is daunting. Ben suggested:
He emphasised that long-term impact comes from shifting culture, not just tweaking a few documents.
Ben’s final call to action is clear.
People often find numbers more confusing than words.
Reducing complex figures or using plain terms helps customers understand costs and benefits.
Some language is mandatory, but there’s usually room to present extra details in simpler formats.
Layer the communication so customers don’t feel overwhelmed.
Ask comprehension questions and use randomised controlled trials where possible.
This highlights whether customers truly grasp key points.
Consumer Duty Implementation, Financial Conduct Authority, 2023
National Numeracy, National Numeracy, 2023
Skills For Life Survey, UK Government, 2022
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