Vulnerable Customer Policy


The purpose of this policy is to ensure that the operations of Westbrook Cycles and its partners and providers do not negatively impact vulnerable customers. Vulnerable customers are those whose circumstances require us to take extra precautions in how we sell and provide our services to ensure they are not disadvantaged in any way.

Definition Of A Vulnerable Customer

According to the Financial Conduct Authority (FCA), a vulnerable customer is "someone who, due to their personal circumstances, is especially susceptible to detriment, particularly when a firm is not acting with a appropriate levels of care". The FCA expects firms like ours to treat customers fairly, especially those in vulnerable situations.

Identifying A Vulnerable Customer

Our staff are trained to identify vulnerable customers and provide additional assistance beyond our standard procedures. However, it is not always possible to recognise these characteristics. If you believe you may be a vulnerable customer, please review this policy and notify us of your specific needs.

Vulnerability Groups

We recognise that certain groups of customers may be more vulnerable than others. While not all customers in these groups may be vulnerable, we will consider individual circumstances where potential vulnerability is identified. These groups may include, but are not limited to:

  • Customers with communication difficulties (e.g. learning difficulties, English as a second language, dyslexia, etc...)
  • Customers with reduced physical or mental capacity
  • Customers with health issues, whether physical or mental, severe, or long-term (e.g., dementia, mental disorders, cancer, etc...)
  • Customers who have received a sudden diagnosis of a serious illness, either personally or within their close family
  • Customers facing personal challenges such as severe financial difficulties, bereavement, caregiving responsibilities, or redundancy
  • Customers of certain age groups, particularly older and younger people, who may face specific challenges such as inexperience or lack of technological proficiency

Key Principles for Engaging with Vulnerable Customers

As soon as we identify that we may be engaging with a vulnerable customer, either through our assessment or your notification, we will:

  1. Immediately document this and adhere to this policy.
  2. Provide additional opportunities for you to ask questions about the information we have provided.
  3. Continuously seek confirmation that you have understood the information provided.
  4. Ask if there is someone with you who can assist. If not, and if beneficial, we will arrange to continue the discussion at another time.
  5. Offer you the opportunity to complete the transaction after a period of further consideration.
  6. Allow more time and flexibility in your arrangements with us to achieve a successful outcome.
  7. If we cannot help a customer, we will ensure they understand the available alternative options.

To obtain further information regarding this policy, or to register yourself as a vulnerable customer, please email us at [email protected] or call us on (+44) 1642 710232