It's not often that debate of a theological nature crops up at an insurance industry conference.

But according to Neil Kinsella, Russell, Jones and Walker managing partner and the man behind the relaunched New Claims Direct brand, claims management companies could, in an ideal world, be manna from heaven.

Recalling his Methodist Sunday school experiences, Kinsella said the industry made him think of a vision of heaven and hell.

Hell is where everyone sits at long tables, with three-foot spoons on the ends of their arms and bowls of soup in front of them, slowly starving to death. Heaven is the same situation, but everyone helps each other to eat.

Backchat thinks this might be the first time industry reform was pictured on moral lines.