MorganAsh and Signly Launch BSL Integration to Drive Financial Inclusion for Deaf Consumers

MorganAsh has partnered with Signly to integrate British Sign Language (BSL) translations across its digital platforms, including the consumer portal itswhoiam.me. For fintech professionals, this move highlights the growing intersection of accessibility and Consumer Duty compliance, ensuring that the UK’s 151,000 BSL users can access critical financial vulnerability information without language barriers.

What was announced

The partnership introduces a dedicated BSL translation service to the MorganAsh website and its consumer-facing portal, itswhoiam.me. Visitors to these sites can now request free translations of any webpage, which are then proactively updated whenever the site content changes. Unlike many automated accessibility tools, these translations are performed by real people who are registered BSL translators and members of the deaf community, rather than relying on AI.

The initiative targets a significant demographic in the UK, where approximately 87,000 people use BSL as their primary language and an estimated 151,000 use it in some capacity. By providing these translations, MorganAsh aims to mitigate the disadvantage faced by deaf individuals who may have lower English proficiency (LEP) because BSL is their first or only language. The move addresses a common misconception that all profoundly deaf individuals are confident reading written English text.

This implementation is particularly relevant for the itswhoiam.me portal, which is designed to help consumers disclose potential vulnerabilities to financial firms. By making this information accessible in BSL, the service helps build the trust necessary for customers to share sensitive data. The Signly service is already utilized by major financial institutions including Lloyds Bank, Santander, and Nationwide to meet accessibility standards and support the "good outcomes" mandate required by the Financial Conduct Authority’s Consumer Duty.

"Consumer Duty has made the requirement for firms to understand and respond to the needs of customers clearer than ever, and accessibility must be a critical part of that conversation. But it’s not just about regulatory obligations. If a person cannot access important financial information in a format that works for them, they risk being excluded from making informed decisions. It’s therefore not just about good practice, but about delivering good outcomes and creating a financial services sector that is fairer, more trusted and more inclusive for everyone."

Andrew Gething, managing director of MorganAsh.

The companies involved

MorganAsh is a specialist support services provider that has become a prominent fixture in the UK financial services landscape, particularly regarding the management of consumer vulnerability. The firm is well-known for its MARS (MorganAsh Resilience System) platform, which provides an objective tool for firms to identify and monitor customer vulnerability in a consistent manner. By providing a framework for vulnerability assessments, MorganAsh helps firms navigate the complexities of regulatory reporting and customer care under the current UK regulatory environment.

Signly is an accessibility technology provider focused on bridging the communication gap for the deaf community. By integrating human-led BSL translations into digital interfaces, the company enables organisations to provide equitable access to information. Signly’s presence in the market has grown through partnerships with major high-street banks, positioning it as a key utility for firms looking to move beyond basic text-to-speech or font-size adjustments. The company focuses on the specific linguistic needs of BSL users, recognizing that written English is often a second language for this community.

What FF News has reported before

FF News has extensively tracked MorganAsh’s role in the industry’s shift toward more robust vulnerability management. In August 2026, we reported that WH Ireland Taps MorganAsh MARS Platform to Enhance Consumer Duty Compliance and Vulnerability Support. This followed a similar move by GW Financial Solutions Adopts MorganAsh MARS to Scale Vulnerable Customer Support in July 2026.

The firm has also been active in industry-wide education, as seen when MorganAsh Hosts FCA Discussion as Firms Face Growing Pressure on Consumer Duty Reporting. Additionally, the company has been vocal about the need for data-driven strategies, with MorganAsh Urges Proactive Customer Vulnerability Strategy Following BSA Money Worries Research published in September 2026.

What this means

This partnership signals a shift in how "accessibility" is defined under the Consumer Duty regime. For too long, financial firms have treated accessibility as a technical checkbox—focusing on alt-text and screen readers—while ignoring the linguistic reality that BSL is a distinct language from English. By adopting human-led translation, MorganAsh is putting pressure on other fintech infrastructure providers to move away from low-cost, high-error AI solutions for sensitive vulnerability disclosures. The industry now faces a critical question: can a firm truly claim to support "vulnerable" customers if it ignores the specific communication needs of the 151,000 BSL users in the UK? This move sets a higher bar for inclusive design.