“I help people from all walks of life make a start with digital banking”

Internet and mobile apps have quickly changed how people access their bank accounts. But for some, digitalisation and branch closures have made daily banking harder. Help with Banking adviser Esmeralda de Bont-Broeren helps new and existing ABN AMRO clients on their way. “More and more people know how to find us, andthey find us quicker.”

The number of Help with Banking advisers almost doubled to 200 in 2024, and they assisted clients 135,000 times last year. “It’s no longer just the older clients. I help people from all walks of life get started with digital banking,” says Esmeralda, who works for ABN AMRO’s branch in the Dutch city of Goes. “We assist clients who have trouble reading or navigating the mobile banking app, or who don’t speak the language.”

Most clients now find their way to the advisers through the bank’s call centre or online chat. “When I started at the bank in 2018, most people would get on their bike and cycle to a branch if they needed help,” Esmeralda recalls. Help with Banking advisers make an appointment to meet clients via video banking, at a branch office or at the client’s home. A typical working day can include teaching digital skills to a private banking client, supporting a widow who has never had to manage her own finances and helping an immigrant with support from an interpreter.

“I help them by really taking the time to explain online banking or the mobile banking app,” says Esmeralda. “But I also show them what to do if their computer or mobile phone isn’t doing what it should.” Most of the problems are basically anxiety and unfamiliarity with the technology. “Some clients fear they will transfer EUR 1,000 instead of EUR 10 by mistake. I get them to practise in the bank’s specially designed learning apps to build their confidence.”

Many of these people are ashamed of not understanding online banking right away, Esmeralda says. “With them in mind, the banking app has been made more accessible. It uses simple language to support low-literate clients and can read text aloud for the visually impaired. There are instruction videos in various languages. It’s great to have all these tools to help clients.” For some, more support is needed. “I always ask who will help them if it really doesn’t work.” That often means authorising a family member to manage the account. “But if they have no one to turn to, I request paper credit transfer forms and account statements for them. Or if their eyesight is very poor, they can arrange to transfer money by telephone.”

She also comes across people whose problems go beyond banking. “Occasionally, I visit clients who live in very distressing situations. Some are lonely, elderly people who have stopped taking care of themselves,” says Esmeralda. “We explain where they can find help or we notify the municipality.” Since she became a Help with Banking adviser three years ago, she feels her work has become more fulfilling. “Clients express their appreciation and it makes me realise we provide value for them. There are some clients I would love to meet for a coffee every month, but that’s not the idea,” she laughs.