A large majority of Direct Express® users are unbanked, and have limited familiarity with credit cards, debit cards and other financial products.
The Direct Express® team sees education as a critical part of its mission. Its goal is to give beneficiaries the knowledge and the confidence to manage their financial lives better by taking advantage of the features and benefits of the Direct Express® program.
Accordingly, we engage in extensive outreach and education through multiple media—direct mail, email, text messages, the usdirectexpress.com website, the PayPerks education modules and surveys, the mobile app, social media like Twitter, our annual beneficiary satisfaction survey and other reports— to help beneficiaries understand and take advantage of all the services and opportunities they can access.
As the graphic below indicates, these outreach efforts have been very effective—especially among the fast-growing population of mobile users—although we continue to renew and improve our education campaigns with the goal of achieving even greater awareness of card features among all Direct Express® beneficiaries.