Protection insurers will need to continue focusing on supporting customers through the claims process in 2022 as death claims continue be well above the long-term trend, they have told Health & Protection.
They will also be emphasising and underlining the value of add-on services to help customers understand and use them as a core part of coverage being offered.
Speaking to Health & Protection, Stephen Crosbie, protection director at Aegon, predicted that the surge in Omicron infections will continue to influence the industry into 2022.
“We continue to experience above trend death claims and customers and their loved ones will need our support through these difficult times, including with the efficient processing of claims,” he said.
“The other aspect of the pandemic is the backlog of undiagnosed illnesses which will eventually become critical illness claims. We hope to see an improvement in diagnosis so that these illnesses are caught early.
“We have some big digital proposition deliveries in the pipeline that will improve processes and introduce new capabilities. The overall goal of the investments we’ve made is to continue with our focus on making life easier for advisers.”
Focus on add-on services
A pair of providers also said another main theme for the new year will be ensuring customers know the value of add-on services and making them a key part of cover.
Sue Helmont, marketing director at AIG Life, told Health & Protection the firm’s priority is to ensure more customers and employee members know they have access to wellbeing services.
“They’re not a nice to have or added value, it’s time that everyone saw the support we provide as life insurers is essential,” she said.
“A late-night remote GP appointment when they can’t speak to their local doctor can reassure a parent that their child’s illness is nothing to worry about.
“Vocational rehabilitation that helps someone return to work after a serious illness can give someone their independence again. And the bereavement support that a child gets through Winston’s Wish when a loved one dies will over time helps them to cope with the pain.”
This was echoed by Canada Life sales director Dan Crook (pictured) who said the firm aims to continue emphasising the support services offering help such as 24/7 access to GPs, wellbeing and mental health professionals.
“We will ensure our support services remain relevant to the needs of UK employees as we continue to face the challenges, both mental and physical, posed by Covid,” he said.
“Our market needs to continue to educate on the importance of protection products. As we return to the workplace in 2022, group protection can help ensure employees are physically well and mentally resilient.”
