Accessibility beyond compliance

Rebecca Crook at MMT explains why smart brands are racing to capture the digital attention of the UK’s older population

 

The recent launch of Uber’s senior accounts in the UK signals more than just product innovation. It represents a fundamental shift in how businesses must approach digital accessibility as the nation ages. Uber’s new "senior accounts" feature allows relatives to remotely book trips for elderly family members, offering a streamlined app experience with larger text, simplified screens, and family-managed booking capabilities. 

 

But the real story here isn’t about getting a taxi from A to B. It’s about highlighting the massive economic opportunity hiding in plain sight within Britain’s population of elderly people. 

 

 

The market opportunity 

With the UK’s population rapidly ageing, digital accessibility represents one of the largest underserved markets. Data shows that while only 6% of UK households lack home internet access, this figure jumps to a huge 26% among people aged 75 and over. Whilst you can discuss the social issues around this from a business perspective, it’s a market worth billions that most businesses are systematically ignoring.

 

Globally, the population aged 65 and over is projected to double, reaching 1.5 billion by 2050, a 16.3% increase. In the UK, this demographic shift creates an enormous opportunity for businesses willing to design inclusively rather than treating accessibility as an afterthought or compliance burden.

 

Whilst some brands will see the integration of accessibility features as costly accommodations, Uber’s approach demonstrates the opposite. Inclusive design can drive growth by unlocking previously inaccessible customer segments and when a global disruptor like Uber dedicates resources to senior-friendly features, it signals that the business case is undeniable.

 

 

Creating a new digital norm

Just as Uber transformed how we think about transport, this move could catalyse broader changes across other industries far beyond ride-hailing. However for many companies it isn’t as simple even if they have the same desires.

 

Uber has the advantage of being a tech-native company so innovation and speed is at the heart of their organisation. Compare them to an organisation such as the NHS where not a week goes by without some digital promise headline. The challenge for the NHS are legacy systems, regulatory constraints, and procurement processes which all delay innovation by years. Public sector organisations must already meet WCAG 2.2 Level AA accessibility standards, yet many still struggle with practical implementation for older users.

 

Banking presents a similar dichotomy. Traditional UK banks still require formal Lasting Power of Attorney processes for family members to help elderly relatives which should be a perfect use case to flip into a more digitally friendly way to enable relatives to support family members with their banking. 

 

 

Rethinking user-centred design

Perhaps most significantly, Uber’s senior accounts challenge fundamental assumptions about digital design. Traditional UX focuses on individual users, but this approach recognises that accessibility often requires designing for support networks and carers.

 

This represents a shift from "one user, one account" thinking to understanding how families share and support technology use. While this model is commonplace for entertainment services like Netflix or Spotify, it remains virtually non-existent in essential services like banking, where elderly customers still need formal branch visits to grant family access.

 

The senior account feature allows family members to track trips in real-time, contact drivers directly, and manage bookings remotely, while still preserving the older adult’s autonomy through flexible payment options. This balance between independence and support offers the perfect template for other industries.

 

 

The way forward

As the UK ages, digital accessibility will increasingly determine which businesses thrive and which become irrelevant. The companies that recognise this shift early like Uber will capture market share while their competitors scramble to catch up.

 

The older population represents consumers with significant spending power and specific needs that, when addressed thoughtfully, can drive substantial growth.

 

The lesson for businesses is clear. Digital accessibility isn’t a nice-to-have feature or a compliance checkbox. It’s a strategic imperative that can unlock new markets, drive innovation, and build sustainable competitive advantages. In an ageing society, the businesses that design for everyone will be the ones that serve the most customers.

 

The question isn’t whether your business can afford to prioritise digital accessibility. Now, it’s whether you can afford not to. With millions of older adults currently locked out of digital services, the first movers in each industry will have the opportunity to capture a massive, underserved market that’s been hiding in plain sight.

 

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Rebecca Crook is CEO of MMT

 

Main image courtesy of iStockPhoto.com and brizmaker