To mark Baby Loss Awareness Week (9-15 October), Zurich has launched a specialised pregnancy and baby loss support service.
Empathy’s Pregnancy Loss Support programme, available at no extra cost to life protection customers, helps families access expert guidance and compassionate support following miscarriage, stillbirth and baby loss.
The service builds on Zurich’s wider support for families affected by pregnancy and baby loss, complementing its pregnancy and early childhood cover launched in 2024.
The support is designed to ease that burden through personalised guidance, emotional support and access to trained specialists. Available to birthing and non-birthing parents for up to two years after a loss, it combines practical help with compassionate care.
Key features include a personalised care plan tailored to an individual’s circumstances and type of loss and articles from experts, guides and resources covering both emotional and practical challenges.
It also includes grief and wellbeing tools such as guided meditations and audio content, a private journaling space to support reflection and healing, a family hub enabling up to five loved ones to co-ordinate support and stay connected, and access to UK-based care managers via scheduled calls and in-app messaging.
The service is underpinned by a dedicated UK-based care team trained in pregnancy and baby loss support. Care managers receive specialist training to help them navigate highly sensitive conversations and provide compassionate, non-clinical guidance, helping families connect with the most appropriate professional support, clinicians and resources for their individual needs.
The programme also supports families facing anticipated pregnancy loss, recognising that every experience is different and that support is needed at every stage of the journey.
Louise Colley, director of retail protection at Zurich, (pictured) said: “Losing a pregnancy or a baby is something no parent expects to face, yet it affects thousands of families every year. As awareness of pregnancy loss continues to grow, it’s vital that people can access meaningful support at home, at work and through their communities.
“Through our pregnancy and early childhood cover, support for colleagues experiencing loss and our partnership with Empathy, we’re helping ensure families can access practical, emotional and financial support when they need it most. Most importantly, we want people to know they do not have to navigate this journey alone.”
James Tait, director of corporate risk at Zurich, added: “The government’s recent announcement to introduce bereavement leave for those affected by pregnancy loss is an important step in recognising the lasting impact of loss. But while time away from work matters, support is just as important when people are ready to return.
“Through Pregnancy Loss Support, we’re helping employers provide access to specialist emotional and practical support. By helping employees and their families navigate grief and protect their mental wellbeing, we hope to make the journey back to work feel less overwhelming.”
