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Jacqueline Kerwood

Is it true that insurers try not to pay out on claims?

Jun 27, 2018, 10:18 AM
by Jacqueline Kerwood, Claims Philosophy Manager

Last year, we paid over 97% of the protection claims.

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That’s the perception many people have of insurers – that we’re quick to take money, but not so quick to pay it out. 

Yet last year, we paid out more than 97% of the protection claims we received, supporting over 25,000 customers and their families.

Lack of trust is a major reason people don’t take out financial protection

65% of UK adults don’t have any form of protection1. People don’t look at protecting their loved ones in the same way as they do protecting their house, car or even their pet.

And what’s one of the main reasons for not taking out financial protection? Not trusting insurers to pay out on a claim. 

So why is that? We’ve been trying to find out. 

Perception versus reality

While we were putting together our 2018 protection claims report , we spoke to several customers who claimed in 2017. 

Before claiming, a number of them thought they would need to go through a rigorous process to get their money. And they were pleasantly surprised to find that wasn’t the case. 

We’re proud of our claims record. Settling over 97% of all claims and paying out £900 million to our customers is what we’re here for. It’s our reason for being. 

Contrary to popular opinion, we actively look for reasons to pay out – the complete opposite of public perception.

We see how these pay-outs make such a difference to customers which makes it even more frustrating that negative perceptions stop people from getting the cover they might so desperately need in future. 

It’s time to change the way people think

Publishing our report is just one way we’ll do this. 

Every year, there are a small number of cases where we don’t pay out, but, in our report, we clearly outline the reasons why. 

We also tell some of our customers’ stories to help break open the myth that we make it as difficult as possible for people to get the money they’re due. 

But we want to do more. 

We need your help

We want to work with other insurers and the wider industry to change perceptions and help customers feel that we’re on their side. 

So, we’d like to hear from you – our adviser partners – about your experiences and what we can do to change the hearts and minds of our customers about paying out protection claims. 

If you’ve got a story to share or a tale to tell, get in touch with your usual Aviva contact or email us at protection.marketing@aviva.com.

We’re ready and waiting to hear from you.

Jacqueline Kerwood 
Claims Philosophy Manager

1 Understanding the financial lives of UK adults, Findings from the FCA’s Financial Lives Survey 2017

Read our claims report

Hear from our customers


PT15842 06/2018

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