"The more we can focus on claims, improve customer journeys, and deliver better outcomes for all, the more compelling income protection is as a proposition."
- Phil Deacon - IPTF
The Income Protection Task Force (IPTF) has today published the final story in its 7 Claims Stories series, completing an industry-wide project that has spent the past eighteen months looking closely at the income protection claims journey.
Story 7 brings together the threads of the previous 6 stories, drawing on feedback gathered from advisers, insurers, reinsurers and claims professionals across IPTF's member and affiliate firms to set out a collective view of what good claims handling looks like, and where the industry still has work to do.
IPTF says that the final episode reinforces a message that has run through the series from the start: that the claim is the product, and that claims are not simply processes but shared experiences shaped by people, decisions and collaboration at every stage.
The final story explores how early and ongoing adviser engagement leads to smoother claims experiences and how misrepresentation could be reduced through clearer disclosure questions and stronger point-of-sale understanding, as well as how rehabilitation and early intervention are reframing claims as an opportunity to support recovery and return to work.
In addition, the episode looks at the wellbeing of claims professionals themselves and how this has a direct bearing on the quality of client outcomes, and how AI could reshape the claims landscape, although contributors were clear it should support, not replace, human expertise and human connection.
Next year, the IPTF will release a follow-up to the series, called the IPTF 7 Claims Chapters, which will cover the opportunities revealed in the Stories series.
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"I've always strongly believed that the claim is the product and that's what we sell," Phil Deacon, who led the project on behalf of IPTF, said. "The more we can focus on claims, improve customer journeys, and deliver better outcomes for all, the more compelling income protection is as a proposition.
"The most important part of the project for me, however, was collaboration. People came together and wanted to be a part of it, from insurers and reinsurers to service providers and advisers, who have such a big role to play at the customer's point of need."
Tom Salmon, manager, underwriting & claims, protection, Europe, added: "I have been incredibly proud to be part of the IPTF Claims Stories series and to contribute to an initiative that showcases the real value and impact of our industry.
"The series has highlighted the importance of sharing experiences, promoting understanding, and demonstrating the positive outcomes that can be achieved for customers through effective claims support.
"It has also been inspiring to see the level of collaboration across the industry, with organisations coming together to share insights and learn from one another for the benefit of the wider protection market. I am grateful for the opportunity to have been involved and look forward to continuing to work closely with the IPTF in the future as we build on this success together."
