Three case studies from the cast of this year's winners


The challenge: Fraud remains one of the industry’s most pressing concerns, with an estimated £1.9bn of fraudulent claims paid out each year. From organised gangs to opportunistic individuals, there is a huge range of fraudsters – and an equally diverse set of options for tackling them.

The winner: Tackling application fraud is top of the industry’s agenda. AXA led the way, developing the Counter Fraud Risk and Avoidance Service, to change applicants’ behaviour at the very start of the process. At the point of purchase, it checks that the information the customer has provided regarding their claims history is accurate – a first for the industry, and a huge step forward. The initiative has now been expanded to check other areas of serious loss.

The judges said: “This winning insurer has developed an initiative that will be crucial for motor insurers going forward. In a bid to stem application fraud, it has come up with a new system that confirms applicants’ claims history – one of the first of its kind, a real trailblazer.”

The winner said: “At the time of launch, no other market entity has a real-time, pre-quote solution to confirm claims disclosure of applicants. This had to be arranged with one of the only two current data suppliers. The technology has the ability to determine territorial limits such as permissible country locations, which in turns helps guarantee the customer purchasing a product can be indemnified.

The product also offers an enhanced experience as customers are given a quote and premium that accurately matches the risk they pose to the business. As a result, they can take advantage of their insurance, during the claim, without the need for challenge from the insurer.”


The challenge: Technology is an increasingly important part of how people run their lives. Individuals expect to use technology for many transactions and demand convenience and efficiency. How can the claims community make the best use of technology to improve policyholder experience?

The winner: Hilary Meredith Solicitors handles claims for catastrophically injured clients who often have a military background. Realising the value of iPads in helping victims of bad accidents, she persuaded Apple to develop a version of the product pre-loaded with information that would help clients through the claims process. This would put control in their hands at the time when they were at their most vulnerable. From information packs to the ability to speak face-to-face with the legal team via the iPad, the initiative has empowered clients, put technology to innovative and meaningful use, and taken customer service to new levels.

The judges said: “The winner really stood out, with an initiative that truly has the potential to transform people’s lives in their greatest hour of need. For the victims of military accidents, the iPad shows how simple yet powerful the application of technology is at its best.”

The winner said: “Hilary Meredith is the first law firm to provide complimentary iPads to clients. The latest assistive technology helps the client communicate confidently and regularly and they are able to keep the iPads when their claims reaches settlement. The firm is also one of the first to offer video conferencing direct to clients.”


The challenge: The claims community is desperately short of skilled staff and suffers even more of an image problem than the rest of the industry. People just don’t realise that working in claims can offer a fulfilling, successful and rewarding career. Poor service is arguably the industry’s greatest weakness – and all too often it stems from a lack of suitably skilled staff.

The winner: Aviva recognised this problem and tackled it head on. Following a review of its existing training programmes, the insurer introduced the Claims Development Framework (CDF), which provides material and a framework for all technical training. The CDF is used by more than 2,000 handlers in 20 locations, providing a consistent, easy-to-use and up-to-date set of tools for training staff.

The judges said: “The winner of this category impressed the judges with its technical and wide-ranging programme. The Claims Development Framework will have far-reaching benefits for the winning insurer – and its policyholders.”

The winner said: “The claims development framework is concerned with offering peace of mind: the security that comes from knowing claims are being handled in a comprehensive and professional manner by a handler who knows their stuff and is able to articulate what is happening. The CDF helps staff become more accurate and efficient, and this means correct, prompt decisions. By giving handlers more confidence on the phone we also allow them to give customers their full attention.”