US financial services (FS) firms don’t adequately understand the financial needs of people with disabilities. Instead of doing only what’s required by law, FS managers should adopt a model that draws from the resilience, innovative thinking, and problem-solving skills that arise from living with a disability. Drawing from this source of expertise will help you expand markets, increase market share, and enhance financial services. Inaction will leave opportunities on the table for others to seize. Leaders at US financial services can improve innovation processes by centering their efforts on disability instead of treating it as an afterthought.