Royal London has launched a new focus on mental health in its pre and post-sale customer communications.
The changes are in line with the ABI’s Mental Health Standards and Access to Insurance Agreements and are designed to make it easier for customers with mental health issues to apply for protection insurance.
As well as adapting the language used on application forms, questions have been made clearer and more empathetic and the underwriting process more transparent. Questions relating to mental health are now in a clearly defined section, separate from those about the client’s physical health.
Language that could be perceived as negative has been replaced with softer terms, for example ‘decline’ or ‘refuse’ has been replaced with ‘unable to offer cover’ or ‘unable to accept’.
Additionally, a new Health and Wellbeing Directory has been developed to provide local help and support from charities and community groups for customers needing extra help at the time they are considering an insurance purchase.
Jennifer Gilchrist, protection specialist at Royal London, said: “The pandemic has, in part, been responsible for an increased focus on mental health issues in the UK. As a responsible business it’s only right that we break down any barriers preventing anyone from accessing cover to protect themselves and their families.
“Adapting the language helps improve the overall customer experience when buying insurance and has been implemented on the back of feedback from customers and mental health charities provided to the ABI and used to design the ABI Mental Health Standards. It’s all part of our drive to make protection accessible for everyone.”
