Curb cuts are everywhere in cities these days — gentle slopes carved into a sidewalk primarily to help people using wheeled mobility aids navigate more easily and safely. But the most interesting thing about curb cuts is that they benefit far more people than originally intended, from pedestrians with and without strollers, to cyclists, people on scooters and skateboarders.

According to the Oxford Review’s article, “Curb cut effect — Definition and Explanation” in 2025, this concept refers to a phenomenon where accessibility features designed to aid a specific, marginalized group end up benefiting a much broader population[1] and it’s a good way to understand the broad impact of group retirement and savings (GRS) plans and how they help Canadians achieve financial empowerment.

“Not everyone has equal access to resources that allow them to develop their knowledge, skills and confidence in their ability to make informed financial decisions,” says Véronique D’Amours, senior advisor, financial empowerment centre, at Desjardins. “The curb cut effect suggests that removing barriers to access services, including financial education and financial products, allows many groups of people to benefit.”

GRS plan features that support the broader goal of financial empowerment

Specific features within a GRS plan can amplify both the extent to which plan members benefit and the number of plan members who benefit. In fact, targeted GRS plan interventions could have a positive influence on those around them.

Education

Financial education and resources such as live and self-service webinars, as well as articles and financial advice, can help people set goals, create a habit of saving and make better financial decisions — even beyond the plan itself. Allowing all participants to access every resource at their convenience, even when some are designed for a specific group, expands their impact. Also, adding subtitles to videos makes them more accessible to people with hearing impairments and, as an added bonus, to anyone who wants to watch without disturbing others.

Use interactive tools to sustain engagement

A tool Desjardins Insurance developed to help employees plan their retirement is another good example of the curb cut effect in action. On Target Retirement®, which lets people play around with variables and see the repercussions visually, has been adopted enthusiastically by plan members of all ages, as well as newcomers to Canada.

“Plan members who interact with online tools such as On Target Retirement® on average have 52% higher assets under management in their plan,” says Genevieve Lamy, director, national education solutions, group retirement savings, at Desjardins Insurance. “We’re there, every step of the way, to make sure employees have the right resources at the right time and that we give them the right amount of knowledge . . . wherever [they] are in [their] path.”

The financially empowering benefits of friction

Sometimes, the outward ripples emanating from a GRS plan are due to removing potential points of friction, but they can also result from strategically creating friction that deters plan members from counterproductive behaviours. Examples include automatic payroll deductions that could make it easier to contribute, or setting contributions as a percentage of salary so contributions from plan members increase as their salaries rise.

Mandatory plans that include employer contributions are another way friction can work in a GRS plan’s favour. “The likelihood of success [for plan members] is tenfold if your employer is encouraging you to save [like this],” in contrast to voluntary plans without employer contributions, says Charles Pépin, director, advice and governance, group benefits and retirement savings, at Desjardins Insurance.

Make the most of engagement during enrolment

Pépin offers up another success multiplier that takes advantage of friction: presenting investment recommendations during the enrolment process.

“We know a lot of [plan members] will set it and forget it . . . Let’s make sure the set part is done as optimally as possible, knowing that there is a certain level of inertia within plan member decisions.”

An online transfer feature that makes it easy for plan members to consolidate retirement assets can help as well.

Are you fully exploiting the curb cut effect?

GRS plans have the potential to create a range of positive curb cut effects, benefiting plan sponsors, plan members, their families and friends through increased financial literacy and reduced financial stress. Make sure your plan includes a full range of features that amplify financial empowerment for your employees.

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Desjardins Insurance refers to Desjardins Financial Security Life Assurance Company.
Desjardins®, Desjardins Insurance®, all trademarks containing the word Desjardins, as well as related logos are trademarks of the Fédération des caisses Desjardins du Québec, used under licence. On Target Retirement® is a registered trademark owned by Desjardins Financial Security Life Assurance Company. 200 Rue Des Commandeurs, Lévis QC G6V 6R2 / 1-866-647-5013
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[1] https://oxford-review.com/the-oxford-review-dei-diversity-equity-and-inclusion-dictionary/curb-cut-effect-definition-and-explanation/