Kyran O’Keeffe, head of sales and commercial operations at Pro I Solutions, discusses how complaints can be valuable chances to improve for insurance sector firms
Despite the arrival of Consumer Duty in Summer 2023, and a renewed wave of promises from insurers to prioritise customer outcomes, the reality on the ground tells a different story.
According to the Financial Ombudsman Service (FOS), the total number of general insurance complaints in H2 2024 was 22,075 – virtually unchanged from 22,845 in H2 2023 and 22,075 in H2 2022.
Three years. Three figures. No real movement.
While broader financial services have seen rising complaint volumes, general insurance has simply flatlined. In theory, that could suggest stability – in practice, it signals a failure to improve.
Despite regulatory pressure, guidance and investment in transformation, too many insurers are still not addressing the root causes of complaints. If the numbers haven’t shifted, neither have the strategies.
Pressure building
Over the past 12 months, across dozens of webinars and workshops, the most powerful insights we’ve seen haven’t come from the speakers – they’ve come from the chat room.
Complaints teams are sharing how they really feel – overwhelmed, undersupported and overlooked.
There’s a clear pattern. Many see themselves as an afterthought in the business – seen as a cost to control, not a function to invest in. The stress is mounting.
These teams deal with vulnerable customers, frustrated policyholders and regulatory scrutiny every day – often with limited training, clunky systems and impossible caseloads.
And yet they are one of the most critical touchpoints in a customer’s journey. If they’re under strain, the whole business feels it.
A chance to improve
Handled right, a complaint isn’t a threat – it’s a turning point. It’s your chance to turn dissatisfaction into trust.
When customers receive a fair, fast resolution, it strengthens the relationship. But that only happens if complaints teams have the support to do their jobs properly. Right now, many don’t.
They’re expected to perform under pressure, without the tools, systems or authority they need.
Fixing this isn’t complicated – empower your team, give them effective training and invest in a system like CaseMatrix to automate admin, track performance and stay compliant. It reduces stress, saves time and gives handlers the space to focus on real resolution on every complaint.
If insurers are serious about change, this is where it starts.
Not with slogans or statements – but with supporting the people who deal with complaints every day.
It’s time to stop viewing complaints as a drain and start seeing them as what they are – a direct line to better service, better products and better business.
