Case study:
2022 - 2023
Westpac NZ Access to Banking report
Exploring the barriers to obtaining a bank account in Aotearoa New Zealand
Research and insights | Visual communication
I was a key contributor to this research project, where I designed and conducted ethnographic qualitative research. I played an integral role in analysing and synthesising the findings, crafting a comprehensive report, and leading the design of the visually compelling final deliverable that effectively communicated key insights. This work resulted in increased awareness and concrete action, including Westpac New Zealand piloting a ‘basic’ bank account to improve access for those often excluded from banking.
The challenge
For many, opening a bank account is a simple and straightforward task, but Westpac NZ recognised that for some, there can be significant barriers making this an extremely difficult, if not impossible, task. This includes people from some of Aotearoa’s most vulnerable communities, such as the unhoused, refugees, and the elderly. With limited research on this issue in New Zealand, Westpac commissioned my team and I to explore the challenges in more depth and gain a clearer understanding of:
Who was affected by this problem
Why they were unable to open an account
What the impacts of not having an account were
What the estimated size of the issue was
My contribution
Desktop research
I led the literature review for this project, examining relevant research, articles, and services to build an understanding of what is already known about this issue both in New Zealand and globally. This foundational knowledge shaped the direction of the qualitative research and informed the development of key recommendations and potential solutions.
Interviews
To recruit interview participants, we used a purposive, snowballing sampling method to ensure we heard from a variety of perspectives and population segments. I took charge of developing the research kit with guidance from the project director and personally reached out to agencies that work in relevant fields and may see this issue as a part of their work through cold calls, emails, personal contacts, and referrals. I conducted more than 20 semi-structured interviews and conversations with representatives from agencies.
Sense-making
I played a central role in analysing the data gathered from interviews and the desktop research. This involved identifying key themes, patterns, and insights that emerged from participants' experiences. By synthesising these findings, we developed a deeper understanding of the underlying issues and nuances, which guided the development of actionable insights and recommendations for addressing the challenges.
Communicating
To ensure our findings had a meaningful impact, effective communication was key. I designed a report structure that made the information clear, accessible, and easy to follow, which allowed the key insights, potential solutions, and recommendations to be highlighted. In addition to co-authoring the report, I led the development of its visual design. Given that the issues we addressed are not widely experienced, it was essential to foster empathy in our readers. To achieve this, I created narrative stories based on our findings, helping to bring the challenges to life and illustrate the real-world impact of the issues identified.
The impact
The impact of this work has been truly rewarding to witness. When the report was released, it received widespread media coverage from major news outlets across the country. This sparked significant online discussion, with people reflecting on the questions raised in the report and exploring who should be involved in addressing the issue. The report also encouraged other organisations to take a closer look at the topic, helping to expand the conversation and drive further inquiry.
An immediate win for this project was after the report was published, a concerned citizen reached out to us requesting help as they were supporting an unhoused person who didn't have an account. We were able to put them through to the Westpac extra care team, who were able to help this person get an account, meaning they would receive the benefits they were entitled to.
In 2025, Westpac New Zealand announced that they would be piloting a ‘basic’ bank account, to help those who struggle to meet identity requirements, directly responding to one of the report’s key recommendations.
“And now that I finally managed to read the full report I can’t praise it enough for its clarity, insights and tangible recommendations. The key point for me is this: If we promote a cashless society, then a bank account becomes a human right. By extension, banks have a role to make essential services more accessible.”