ENThis article examines financial exclusion in Lithuania by focusing on marginalized groups, particularly individuals with disabilities, the elderly, and rural residents. It argues that such exclusion constitutes a breach of equality rights, not merely an economic issue. Critiquing the Central Bank of Lithuania’s market-led approach, the article highlights its failure to meet its obligations under EU equality law and the United Nations Convention on the Rights of Persons with Disabilities. It calls for regulatory reform that is grounded in equality rights, including impact assessments, accessibility standards, and structured engagement with equality-focused stakeholders. Keywords: Equality law; consumer financial markets; financial exclusion; regulation of consumer finance; consumer protection; digitalization.