With over half of consumers not trusting insurer claims statistics (source: The Great Protection Shift, 2022) the industry has a lot of work to do to dispel this misconception.

Case studies are a powerful way to challenge consumer views and to bring protection to life. At a recent AMI protection and GI webinar, one mortgage adviser spoke about they feel we should share more stories about less ‘severe’ claims.

In AMI’s view this will not only help challenge consumer mistrust on claims payouts by adding to the ever growing library of case studies but also help reduce the gap between the percentage of consumers that view protection as important and those that have cover, given that consumers are likely to see the more ‘minor’ incidents as something that could happen to them.

Examples include L&G’s wellbeing support case studies and The Exeter’s case study of an income protection claimant that suffered a knee injury whilst running for a train (written and video case study).

AMI is supportive of involving advice firms in case studies, to demonstrate the value of protection and advice and to try and tackle the consumer view that mortgage advisers only suggest protection for the commission (view shared by 50% of UK adults in 2022 research The Great Protection Shift).