1
This is some text inside of a div block.
Tap to see more
Behavior Principle
This is some text inside of a div block.

Chapter 2

Awareness: Building Understanding of Credit Counseling Services

Scroll to begin
A cartoon illustration of a man with a beard and suspenders, holding a hardhat and wearing a tool belt
A cartoon illustration of a man with a beard and suspenders, holding a hardhat and wearing a tool belt
“I work, and work, and work, and it feels like I’m just treading water”

Meet Manny...

Manny is a 42-year-old HVAC contractor based in San Diego. He has been in his trade for over a decade, but his current contract is coming to an end next month.
Manny’s trouble began when he discovered severe mold in a small rental property he bought many years ago. The lengthy remediation led to more than $50,000 in expenses. Unfortunately, his property insurance only covered $3,000, leaving him with the rest of the bill.
Manny had no choice but to rely on his credit cards to cover the remaining costs. Now, with his current work contract ending shortly, he’s constantly stressed about making payments. He is overwhelmed and doesn’t know what to do.
To sign up for a Debt Management Plan (DMP), a prospective client must, at minimum:
  1. Recognize their debt situation and their need for help.
  2. Be aware of Credit Counseling Agencies (CCAs) and DMPs and identify them as an effective option.
Many people who could be well served by DMPs do not reach these conclusions, further complicating their financial problems.

Chapter 2.1

Copy link

Is my debt a problem?

The tendency to avoid unpleasant information

A cartoon illustration of a man with a beard and suspenders

Even before he received the bills associated with his rental unit repairs, Manny knew his credit card balances were rising, but he avoided scrutinizing his monthly statements.

Manny worries that reviewing his credit card statements will require difficult decisions, including uncomfortable conversations with his family about how they spend their money—something he’d like to put off indefinitely.

Like Manny, many people are uncomfortable confronting their debt, anticipating difficult conversations and trade-offs. Perceived norms around debt amplify the issue: Being in debt can trigger feelings of shame and lead people to avoid thinking about their situation or keep it a secret from others. This is known as ostriching.

These challenges are more common than many realize. A recent survey found that 44% of people report that they tend to ignore a financial problem until it becomes a crisis, while 41% admit that they avoid opening bills or reviewing bank statements.

44%
of people tend to ignore financial problems until they become crises
41%
of people avoid opening bills or reviewing bank statements
It’s overwhelming… How did [my debt] get like this? Are people gonna judge you incorrectly when they look at things?”
— Real Client Quote
It’s just when I look back on it, I’m very embarrassed. I’ve asked myself, how did I let [my debt] get this bad?”
— Real Client Quote
Unfortunately, since my hours got cut last year, it’s been a headache... So you try not to think about [debt].”
— Real Client Quote

Living with scarcity

A cartoon illustration of a man with a beard and suspenders

Until the mold issue, Manny had been stretched thin, but was making things work. But now, he’s facing a massive repair bill, just as his current job is ending – and he doesn’t have a new project lined up yet.

Between his demanding day job, his mounting credit card bills, the repair costs, and the need to secure a new client, Manny feels like he’s always putting out fires. “It feels like a game of Whac-A-Mole,” he says.

Like many people, Manny is living in a context of scarcity, which causes people to focus, or tunnel, on issues that demand immediate attention and tax their mental bandwidth. While tunneling in the short term may have some benefits (e.g., Manny following leads for the next job), the bandwidth tax can make it more difficult to process information, evaluate options, and make high-quality decisions regarding important issues outside the tunnel. 

Chapter 2.2

Copy link

Finding the right provider and debt management option

A cartoon illustration of a man with a beard and suspenders

Manny knows he needs a solution for his debt predicament. He’s never heard of CCAs, but he has heard of some other options. For example, he regularly sees YouTube ads from debt settlement companies, and he knows that his credit union offers consolidation loans. His father also went through bankruptcy. While Manny is familiar with these options, he has a difficult time understanding their benefits and drawbacks.

Manny decides to do some research and comes across an article mentioning DMPs. He likes that DMPs are a nonprofit service, but he is not sure how they differ from other alternatives.

CCAs and DMPs are not an obvious option to most people. Nonprofit CCAs operate in a crowded landscape of credit and debt management products, and they often have fewer marketing resources than more predatory services.

For many people struggling with debt, and especially those in a state of scarcity, CCAs and DMPs are not particularly salient or easy to understand.

Additionally, there is significant ambiguity around options, with a lack of clear information to help inform choices. When prospective clients do interact with CCA marketing, they may not be able to easily distinguish between DMPs and other more visible debt management “solutions,” including predatory options that could lead to significantly worse financial difficulties. In interviews conducted with CCA clients, 5 of 17 prospective clients could not describe a CCA or DMP at all, while a further 7 thought CCAs were the same as debt settlement companies—and these prospective clients had already reviewed or started a DMP online assessment.

Figure 2.1
Copy link
Many prospective CCA clients could not describe a CCA or DMP
Copy link
Five of 17 prospective clients could not describe a CCA or DMP at all. Seven thought CCAs were the same as debt settlement companies

Five of 17 prospective clients could not describe a CCA or DMP at all

Seven thought CCAs were the same as debt settlement companies

Five of 17 prospective clients could not describe a CCA or DMP at all. Seven thought CCAs were the same as debt settlement companies

Five of 17 prospective clients could not describe a CCA or DMP at all

Seven thought CCAs were the same as debt settlement companies

Five of 17 prospective clients could not describe a CCA or DMP at all. Seven thought CCAs were the same as debt settlement companies

Five of 17 prospective clients could not describe a CCA or DMP at all

Seven thought CCAs were the same as debt settlement companies

Five of 17 prospective clients could not describe a CCA or DMP at all. Seven thought CCAs were the same as debt settlement companies

Five of 17 prospective clients could not describe a CCA or DMP at all

Seven thought CCAs were the same as debt settlement companies

Five of 17 prospective clients could not describe a CCA or DMP at all. Seven thought CCAs were the same as debt settlement companies

Five of 17 prospective clients could not describe a CCA or DMP at all

Seven thought CCAs were the same as debt settlement companies

I didn’t know about a program like this, so it was just like, this is too good to be true.”
— Real Client Quote

Chapter 2.3

Copy link

Design principles for greater awareness

While for-profit providers may have a significant edge on marketing resources, there are several behavioral science–backed practices that Credit Counseling Agencies (CCAs) can test to better entice and engage clients.

Leverage referrals or trusted messengers

CCAs can boost awareness of their services, in a relatively low-cost manner, by using existing clients as a referral source. Referrals are especially effective because they not only introduce CCA services to new people but can also help overcome many people’s distrust of financial services.

Several design elements can help make referral programs successful. For example, incentives (even small ones) may help create motivation for referrers. Referral systems could also be used to encourage follow-through on processes like completing sign-up or payment processes. Finally, given the shame and stigma of debt, CCAs must ensure the referral program respects the privacy of both the referrer and the referred individual. For example, Debt Management Plan (DMP) graduates who are no longer struggling with debt may be better suited as referrers than people who are still on a DMP.

One of my friends referred me to DMP, and I was like, this may be the saving grace.”
— Real Client Quote

Provide immediate next steps

It is critical to ensure that prospective clients are able to immediately and easily take the first step. Otherwise, even individuals who are persuaded of the value of a DMP may not follow through on their intention to seek out CCA services.

One promising avenue to help clients take that first step is through offering online assessments as an alternative to phone calls. From a behavioral perspective, online assessments can help prospective clients for three main reasons:

  1. Some prospective clients avoid engaging with CCAs due to the shame and stigma around their debt, making telephone conversations with strangers a challenge. Offering a private online option gives these consumers a safe space to communicate their situation.
  2. Clients who are focused on their debt are eager to have some control over a situation that feels unmanageable. Providing clients with an accessible platform to take a first step can create the momentum and sense of agency they need to carry on.
  3. Organizing a phone call with a counselor includes some hassles: finding a mutually convenient time, scheduling the call, being available for appointments, etc. These steps can prevent people from completing the process even when the benefits would greatly outweigh its cost. Online assessments, in contrast, allow consumers to sign up at a time of their choosing and in the comfort of their home, removing some of these hassles.
I want [a] change in my life, and I believe that you guys can help me, so I wanted to get started right away … I did [the online assessment] right away because I was just ready to get help.”
— Real Client Quote

Compare DMPs with other options consistently and extensively

Clients find it difficult to distinguish between CCAs and other debt management options. This can even be true of clients who are already on a DMP! CCAs can differentiate themselves by clearly presenting information about their services compared to the competition.

For many clients, identifying and understanding all of the different features of various products—from type of debt resolution to payment terms and more—can be challenging. In this chaotic information environment, prospective clients can be swayed by predatory providers that promise quick fixes, without considering their trade-offs or hidden costs. CCAs can be at a disadvantage if they do not prominently communicate their features and benefits compared to other options.

By providing clients with a clear comparison of the DMP versus common alternatives, agencies can ensure that clients are comparing options holistically. Such comparisons make the differences between CCA and other products and services more vivid and salient than if they were presented in isolation.

Figure 2.2
Copy link
Comparing DMPs to debt settlement
Credit counseling agencies
Debt settlement companies
Debt relief program
Debt management plans
Debt settlement
Provider type
Non-profit organizations
For-profit companies
Approach
CCAs negotiate with creditors to reduce interest rates and fees, and simplify the process for consumers by combining multiple payments into one affordable monthly payment
Debt settlement companies seek to negotiate to fulfill debt for less than originally owed. No guarantee that creditors will accept terms.
Repayment
Structured plan to pay off existing debt, in which clients make a single payment each month, and the CCA is then responsible for paying all the creditors
Typically requires clients to cease debt repayment to creditors (missed payments would appear on credit report, and debt can increase due to late fees from creditors). Clients then pay into the company, which offers lump-sum payment to creditors
Cost
Typically includes small setup fees ($30 to $50) and a monthly service charge ($20 to $75), which can sometimes be waived.
Includes high fees that are typically 15% to 25% of the total debt amount, with possible late fees and collection charges. Forgiven debt may be subject to income taxes.
Credit impact
While clients may see some adverse credit impact at the onset, completion of a DMP typically improves credit scores over time.
Debt settlement often leads to significant, long-term adverse credit impact
Financial education
Included
Not included
Note: details drawn from Experian and Navy Federal Credit Union. For more information, see service comparisons
here
,
here
, and
here
.
A cartoon of a man wearing a white shirt and orange tie

Next Chapter

Sign-Up