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Behavior Principle
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Chapter 4

Repayment: Supporting Timely, Consistent Payment

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A cartoon illustration of a woman wearing blue scrubs and a white shirt holding a clipboard
A cartoon illustration of a woman wearing blue scrubs and a white shirt holding a clipboard
“I don’t know who I can talk to. I feel so alone.”

Meet Jae...

Jae is a 50-year-old nurse living in Brooklyn. She’s a single mother, and things are tight financially. Her mortgage is reasonable since she bought when rates were low, but she has had to shift to a part time schedule due to chronic back problems. This has limited her income, and she’s put some expenses on her credit cards. One of her accounts is in collections – adding to her financial stress.
Her oldest son is starting college soon, and even with the scholarships he’s earned, Jae is not sure how she will keep up.
Jae is proud that she owns her own place, but with looming tuition payments and limited income, things are becoming unsustainable. She has $250,000 left on her mortgage and multiple credit card loans totalling $26,000. She has started receiving intimidating calls and letters about her account in collections.
Jae is determined to make things work. She recently signed up for a DMP, but making the payments has been a challenge.

Many Debt Management Plan (DMP) clients struggle to consistently make timely payments, and many do not successfully complete their programs. As a result, clients can lose concessions from their creditors, be charged higher interest rates and late fees, or be dropped off the DMP forcing them to manage multiple creditors on their own.

Our research identified several barriers that can get in the way of regular payments.

Chapter 4.1

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Living in the here-and-now

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Jae is concerned about the trade-offs the DMP requires across her many financial responsibilities, including utilities, gas for the car, and school expenses. She went to see a specialist about her back, but the required copay was $400. She is not sure if she will be able to afford future treatment.

Jae struggles to keep her motivation up. She doesn’t feel like she has made much progress since beginning the DMP, and has no simple way of seeing how far she has come.

Particularly when dealing with many pressing needs, people have a tendency to focus more on the present than the future when making a decision, a phenomenon known as present bias. This can lead them to avoid current actions that feel unpleasant, even when they would result in future gains. It also means people often choose to settle for a smaller reward in the near term rather than wait for a larger reward in the future.

Through conversations with clients, we learned that the short-term costs of being on a DMP often loom larger on their minds than future benefits. To meet their Credit Counseling Agency (CCA) payments each month, clients may need to make sacrifices or difficult trade-offs. They must contrast these immediate sacrifices with benefits that are further away, like when they have paid off a credit card.

Chapter 4.2

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Avoiding unpleasant information

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After Jae pays her copay, she does not have enough left over to make her DMP payment. It’s her first time not being able to submit her payment on time, and she doesn’t know how the CCA will react.

Too embarrassed to call the CCA – even though they had helped lower her payments – she worries alone for most of the month. She assumes they would treat her like the debt collectors – harassing her, being angry and loud – so she doesn’t answer emails or a phone call from her counselor.

CCA clients might fail to seek help or get in touch with the CCA after a late or missed payment because they are embarrassed, afraid of being judged, or intimidated by expectations of severe consequences or daunting next steps to get back on track. This is known as ostriching.

In our research, many clients also reported that the only time they heard from their CCA was when they had missed a payment. This leaves few to no opportunities to reflect on, acknowledge, or simply track their progress, further associating CCAs and the DMP with a negative experience.

I’m a proud guy, so it’s hard to call [the CCA] and say ‘I don’t have the total amount,’ and risk being kicked off the plan and disappointing them all in one go.”
— Real Client Quote

Chapter 4.3

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A lack of guidance and concrete steps

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In addition to feeling embarrassed, Jae is not sure what to do when she misses a payment. Does she have to call the CCA or should she wait for them? She worries that she will be kicked off the plan after months of sacrifices.

It’s not until she finally makes herself call her counselor that she learns of the flexibility and assistance they provide, ultimately encouraging her to stay on the plan.

Clients may miss important information if it’s not presented in an easily identifiable or salient way, especially when they’re operating under conditions of financial scarcity. When clients are hyper-focused on earning money to make monthly payments or on managing financial crises, they may overlook critical information or struggle to process and remember it later. This can make it easy to miss a payment.

Further, when concrete steps aren’t provided in times of need and hardship, people are required to do the additional work of determining what their next steps should be. Such hassles can result in a lack of follow-through. For example, the information provided to clients during their initial counseling sessions does not always highlight the specific, actionable steps they can take if they miss a payment, or how to request help if needed. Clients who reach out to their CCA are often required to recall important information that may not be readily available, like account numbers. This can further deter them from taking action.

Chapter 4.4

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Design principles for timely, consistent payments

Unfortunately, many clients who begin Debt Management Plans (DMPs) do not complete them. These clients are facing difficult financial situations, with many demands for their time, attention, and resources. However, Credit Counseling Agencies (CCAs) can utilize behavioral design principles to support consistent, on-time payment and ultimately increase successful program completion.

Destigmatize financial hardship and increase trust between the CCA and clients

DMP clients can feel intense shame and embarrassment over an inability to meet a payment. Proactive outreach and careful messaging from the CCA can be important in destigmatizing the experience. Messages should be carefully crafted to convey a sense of empathy and avoid judgment. CCAs may also consider sharing written or video testimonials of other clients, especially those who experienced difficulty on the plan but persisted anyway. Using an applicable example can communicate to clients that their experiences are not an anomaly and reduce shame and ostriching.

Communications should also underscore that while dealing with debt is challenging, the client does not have to face these challenges alone. The CCA’s main priority is to ensure that clients feel supported and have access to help whenever necessary. Clearly communicating the CCA’s willingness to support can help a client feel more comfortable in engaging, even if payments have been missed.

I think [supportive language] calms this anxiety ... it might make people more likely to call. Language such as, “We are here for you,” is comforting. Even though I might not be aware of what they might do, I’d be willing to call. Especially if you have anxiety about it, people need to know that there is somebody there who is looking out for you.”
— Real Client Quote

Leverage timely, personalized reminders to convey urgency and facilitate action

Many people with debt challenges are living in a state of scarcity, and it can be easy to overlook or miss a payment. Text messages and other reminders can help keep payments top of mind even amid other pressing commitments, while personalized language can help the communication appear relevant and current.

For clients whose situations don't fit perfectly within DMP guidelines, such as those with student debt in addition to credit card debt, CCAs can highlight that they offer support beyond DMPs, such as financial counseling.

Texts that give a sense of urgency make it clear that the longer you wait, the worse it is for you. It directs you to take action. I’d take action sooner [by contacting the CCA] rather than going to check my bank account.”
— Real Client Quote

Make repayment and help-seeking behaviors easy for clients to act on

To limit additional labor, communications should provide clients with concrete and actionable steps to take if they have missed a payment. CCAs can provide clients with a direct link to payment platforms, supply account numbers in a payment reminder email, or specify a phone number for those seeking help. However, use caution and avoid overwhelming clients with too many options. Keep it simple by providing high-level information that clients can quickly interpret, with the option to engage with more details if desired.

[Communications] that lay out the options and allow me to skim and see what else might be out there are most helpful for me. This would help me paint [a] clearer picture.”
— Real Client Quote
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Pilot Findings