AXA UK Campaign Reveals Hidden Language of Financial Abuse

AXA UK has launched a UK-wide campaign, supported by recently commissioned research which found that millions of adults in the UK are failing to recognise the most obvious warning signs of financial abuse in relationships.

The campaign aims to drive awareness around the coded language of abuse, particularly financial abuse. Often disguised as conversations about money, bills or 'being sensible', AXA UK’s campaign highlights how easily abuse can hide in everyday language. The aim is to help educate the nation on the signs to look out for, while providing various resources to support victims, survivors and loved ones.

A survey of 2,000 UK adults shows that despite being a common occurrence, financial abuse is not well understood. Dr Imren Sterno, Lead Consultant Clinical Psychologist at AXA Health, says many fail to recognise the obvious signs, dismissing things that we would recognise as ‘red flags’ in other people’s relationships because they want to believe their loved one has their best interest at heart.

The research shows that despite potentially indicating abuse, almost a quarter (24%) of respondents would not consider a partner controlling their bank accounts to be abusive, while 40% don’t see being denied access to their own passport or ID as a red flag. Alarmingly, 42% said concealing financial paperwork wouldn’t raise concern, and 21% of Brits believe that being removed from an insurance policy could be easily dismissed as ‘normal’ or ‘not serious’ in a relationship.

The research also highlights how easily financial abuse can go unnoticed. Almost one in five (19%) don’t believe they would be able to identify if a friend or family member was being financially manipulated by a partner, while 68% say this type of abuse is hidden most of the time and 62% believe it happens behind closed doors.

When looking at the behaviours or patterns of financial abuse to be aware of, Dr Sterno suggests the key is to recognise changes in behaviour, including how someone interacts with the world and changes in their appearance. Signs include making excuses and reducing how much time they spend with their friends and family or they may be more withdrawn, less communicative and displaying more anxiety than usual.

Fronting the campaign is Anna Williamson, TV presenter and established relationship and life coach. Having experienced financial abuse in a past relationship, Anna is helping to raise awareness of the issue and share how AXA UK is supporting victims and survivors.

To help ensure survivors get the support they need, AXA UK is working with Women’s Aid and Smart Works to train it’s specialist teams to spot the potential signs of domestic abuse, respond with empathy and refer survivors for specialist support.

Chief executive officer at AXA UK and Ireland, Tara Foley says, “Financial abuse often hides in plain sight, but even some of the most obvious signs can be hard to see. That’s why we’re working with Women’s Aid and Smart Works to raise awareness of the signs of financial abuse and offer practical assistance to those who may be experiencing it. We want to empower everyone to recognise the signs and help them find the words to seek help when they need it most.

“We aim to protect what matters most and we have a valuable role to play in supporting our customers when they’re in need. That's why with expert guidance from charities, we have trained our call centre teams to support those who disclose that they are experiencing abuse. Education and open dialogue are vital, with research showing there’s a gap in awareness around domestic abuse. Greater understanding can help prevent harm and ensure help is reaching those who may be struggling.”

TV presenter and campaign spokesperson, Anna Williamson added, “Financial abuse isn’t always obvious, and that’s what makes it so dangerous. It can sound like everyday conversations about money - who’s ‘better with the finances’, what’s ‘sensible’ to spend, or why certain decisions are being taken out of your hands. Over time, that language can become a way of controlling someone and leaving them feeling trapped. This campaign is about raising awareness of this issue and letting people know that support is available.”

The research also shows growing public expectation for businesses to play a role, with 74% agreeing that financial service companies should be doing more to raise awareness of financial abuse and support those affected. By working alongside charities such as Women’s Aid and Smart Works, AXA aims to increase understanding and improve access to vital support.

The campaign is supported by out-of-home advertising, translating the everyday phrases perpetrators use into the underlying realities they may hide, helping raise awareness of the types of language that conceal financial abuse and signs to look out for.