# LGBTQ+-Friendly Banking Services BMO Harris' True Name Seeks to Accommodate the LGBTQ+ Community By Kalin Ned | Published 2020-10-20 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/accommodate-the-lgbtq-community References: [forbes](https://www.forbes.com/advisor/banking/new-frontiers-in-banking-for-the-lgbtq-community/) & [bmoharris](https://www.bmoharris.com/main/personal/true-name/) In 2019, BMO Harris introduced True Name with the aim to accommodate the [LGBTQ](https://www.trendhunter.com/trends/tds-pride-gate)+ community which was using its services. The initiative is made possible in collaboration with [MasterCard](https://www.trendhunter.com/trends/mastercards-touch-card) and it allows individuals to request a name change and switch to their preferred name. This is an important step to making trans and non-binary consumers feel accepted —especially since "it's a near-daily occurrence to have a credit card emblazoned with one name while moving through the world with another that reflects their identity." Customers who would like to opt-in for the True Name service need only make a phone call or visit a BMO Harris branch. If verifying identity with merchants is an issue, the credit or debit card has a phone number on the pack that can be called for the bank to confirm your identity. Image Credit: BMO Harris ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 22% | Activity: 34% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Identity Affirmation:** Disruptive innovation opportunities exist in developing services and products that affirm and respect individuals' preferred names and identities. - **Inclusive Banking:** Opportunities for disruptive innovation lies in creating banking services that cater specifically to the needs of the LGBTQ+ community, ensuring their financial inclusion and acceptance. - **Collaborative Solutions:** Disruptive innovation opportunities can be found in developing collaborative solutions between financial institutions and LGBTQ+ organizations to create inclusive banking services. ### Sectors Adopting This - **Finance:** The finance industry has the opportunity to embrace disruptive innovation by creating LGBTQ+-friendly banking services to cater to a growing niche market. - **Technology:** Technology companies have the opportunity to develop innovative solutions that enhance the security and convenience of LGBTQ+-friendly banking services. - **Retail:** Retailers can seize disruptive innovation opportunities by collaborating with financial institutions to offer inclusive payment options and services for the LGBTQ+ community. ## Related on Trend Hunter - [Human-Centric Bank Branding Campaigns](https://www.trendhunter.com/trends/more-human.md) - [Cheeky Bank Founder Campaigns](https://www.trendhunter.com/trends/hmbradley.md) - [Accessibile Banking Initiatives](https://www.trendhunter.com/trends/cadence-bank.md) - [Fundraising Pride Art Installations](https://www.trendhunter.com/trends/tds-pride-gate.md) - [Tactile Payment Cards](https://www.trendhunter.com/trends/mastercards-touch-card.md) - [LGBTQ+ Business-Supporting Programs](https://www.trendhunter.com/trends/lgbtq-luxury-rewards.md) - [Inclusive Sports Initiatives](https://www.trendhunter.com/trends/hockey-for-all.md) - [Finance-Focused ID Verification Services](https://www.trendhunter.com/trends/id-verification-service.md) - [Digital Banking Metaverses](https://www.trendhunter.com/trends/hsbc-1.md)