Understanding ADA Requirements for Banks

Consumers today rely on digital banking tools to manage their money. Banking websites, apps, and kiosks make it more efficient and convenient than ever for users to work toward their financial goals. However, when online banking experiences fail to comply with the Americans with Disabilities Act (ADA) requirements for banking, people with disabilities are excluded from the benefits of this digital transformation. Inaccessible banking platforms can make it difficult, if not impossible, for users to complete essential tasks like checking an account balance, transferring funds, or reviewing account statements.

Accessibility barriers in banking also have consequences for financial services providers. Not only do banks risk alienating a vast consumer base—the approximately 1.3 billion people worldwide live with disabilities —but they also expose themselves to potential legal action under the ADA.

In this blog, we’ll explain how the ADA’s requirements impact banks. We’ll also provide practical tips on how banks can build digital platforms that are accessible and usable for everyone, including people with disabilities.

What are the ADA accessibility requirements for banks?

Under Title III of the ADA, places of public accommodation—a broad category that includes banks and other businesses open to the public—are required to provide accessible services for individuals with disabilities.

Historically, Title III has been narrowly interpreted to focus on physical accessibility features such as ramps, widened doorways, and modified ATMs for users of mobility devices, like wheelchairs and scooters. However, the U.S. Department of Justice (DOJ) has clarified its position that the term “public accommodations” extends to the websites of private businesses. Many courts have upheld the DOJ’s interpretation.

To comply with the ADA, banks and other Title III entities must not only eliminate barriers to accessing services—they must also provide effective communication for individuals with disabilities whenever possible. In keeping with the DOJ’s interpretation, that means ensuring all communication via digital channels is accessible.

Furthermore, banks should design all new accommodations in compliance with ADA standards. This imperative extends to every aspect of digital banking, including augmented-teller services, voice assistants, and AI-driven visualization tools. By ensuring that these digital interactions are accessible, banks can not only mitigate legal risks but also provide inclusive and equitable services to all customers.

The risks of inaccessible banking websites

Neglecting to comply with the ADA can lead to significant challenges for banks. If customers find online banking platforms difficult to navigate or inaccessible, financial services providers may face demand letters and lawsuits.

Web accessibility litigation in banking remains common: According to the State of Digital Accessibility Report (SODAR), 57% of financial services professionals reported involvement in legal action related to digital accessibility in the past year alone. Lawsuits may have substantial consequences, including:

• Damage to reputation: Banks targeted by lawsuits may be perceived as non-inclusive. This reputational damage can erode trust among existing and potential customers.

• Loss of customers: Customers with disabilities, and others who prioritize inclusion, may turn away from banking providers who are found to be non-compliant in favor of more accessible alternatives.

• Financial repercussions: ADA lawsuits can result in costly settlements, on top of legal fees.

How do accessibility barriers in banking impact users?

In banking, digital accessibility isn’t just a compliance imperative—it’s integral to providing functional experiences for all users. Despite legal requirements, users with disabilities often encounter significant barriers when accessing banking services. Issues like screen reader incompatibility, inaccessible forms, and poorly designed error handling can make the entire online banking experience frustrating and unusable.

These challenges frequently emerge after the initial login stage. While many banks have focused on improving the accessibility of their public websites, the post-login experience is often neglected. As a result, customers with disabilities log into their accounts, only to be confronted with a broken experience.

Banks must expand their focus to ensure accessibility at every stage of a user’s journey. And by prioritizing usability, they also gain a competitive advantage. As user experience becomes a critical differentiator in the financial sector, banks that embrace a holistic, user-centered approach to digital accessibility can gain an edge over less inclusive competitors.

How can banks comply with the ADA?

Now that we’ve outlined the risks of non-compliance and the opportunities that come with making banking platforms accessible, you may be wondering how banks can practically meet the ADA’s accessibility requirements.

Conforming with the Web Content Accessibility Guidelines (WCAG), the globally recognized standard for website accessibility, is the best way for banks create inclusive, ADA-compliant digital experiences.

Although Title III of the ADA does not explicitly mention WCAG, the DOJ has consistently referenced it as the benchmark for compliance in its guidance to organizations, as well as its private enforcement actions.

Here are seven accessibility considerations to prioritize as you begin improving the accessibility and usability of your bank’s websites, apps, and kiosks:

1. Keyboard navigation: Ensure all website functions are fully accessible via keyboard, allowing users to seamlessly navigate links, buttons, and forms without a mouse. For instance, users can complete transactions such as transferring funds, paying bills, or managing accounts using only keyboard commands. This is especially important for people who use screen readers.

2. Accessible forms: Design forms with clear labels, ensuring that they are fully navigable and compatible with screen readers. Accessible forms make tasks like loan applications, account registrations and paying bills are straightforward for all users.

3. Video captions: Incorporate closed captions into videos to ensure auditory information is accessible to all users, including those who are deaf or hard-of-hearing.

4. Resize text: A customer using a banking website should be able to zoom in on any interface such as account details, transaction histories, or loan application instructions up to 200% without assistive technology. This should not result in any loss of content or functionality when the texts resizes. Additionally, text containers should not change their width.

5. Color contrast: Maintain high color contrast between text and its background to enhance readability, ensuring that important financial information is easily discernible.

6. Alt text: Implement concise, descriptive alt text for images to help users who cannot see visual elements understand their content.

7. Logically organize content: Structure your banking website with proper headings, lists, and landmarks to facilitate navigation for all users, including people who use screen readers.

Achieve ADA compliance and serve all customers

As accessibility laws and standards evolve, banks need ongoing support to maintain ADA compliance and create inclusive user experiences across their digital platforms.

Partnering with a trusted digital accessibility provider like Level Access allows you to effortlessly incorporate accessibility into your workflows for developing websites, apps, and other digital content.

With over 25 years of expertise, Level Access has helped thousands of organizations, including financial institutions, meet and maintain compliance with the ADA and other global accessibility laws.

Level Access offers the industry’s most comprehensive digital accessibility platform paired with the deepest bench of web accessibility expertise, enabling banks to create accessible and legally compliant digital platforms. Contact a member of our team to learn more.

FAQ

What should banks do to ensure ADA-compliant customer service?

Maintaining accessible digital touchpoints is critical to providing accessible banking services to all customers. Banks can also take additional actions to support ADA compliance, including training employees on ADA requirements, offering accessible communication options and providing accessible service counters and ATMs.

Are banks doing enough to ensure accessibility for all customers?

While many banks have made strides with physical accessibility, including providing ADA-compliant transaction counters, digital accessibility often lags behind. Ensuring websites, apps, and online services are inclusive is essential to meet the needs of all customers.

How do people with disabilities use banking tools?

People with disabilities perform the same banking tasks as everyone else—such as paying bills, transferring funds, and checking balances—using assistive technologies like screen readers, voice commands, and specialized input devices to navigate digital platforms.