"Too many families still believe insurance is ‘not for them’, simply because they haven’t seen it communicated in a format that feels relevant, respectful, or reassuring."
The protection market’s goal is simple, to help people make informed decisions about securing their future against catastrophe. The ultimate tool in achieving this is communication - storytelling, open conversations, and fact-finding.
“But conversations are no longer two-dimensional. We’re hitting that three-dimensional element with the use of e-mail, social media, and websites having equal footing.”
The spotlight on this third dimension has shone brightly over recent years, whether that’s due to the Financial Conduct Authority’s (FCA) Consumer Duty or the influencer community. The next step is ensuring those who need our advice feel supported from the outset.
The protection gap in the UK hasn’t narrowed. In fact, in some communities, it’s growing. Too many families still believe insurance is ‘not for them’, simply because they haven’t seen it communicated in a format that feels relevant, respectful, or reassuring.
“Accessibility ensures protection feels like a practical and essential solution, regardless of background, language, or literacy.”
My experience across distribution, insurance, and social media allows me to be clear when I say this: you don’t need to overhaul your business to be more inclusive; you just need to be intentional.
I recently worked on British Sign Language (BSL) translated and foreign language content for advisers running marketing campaigns. What struck me most wasn’t the size of the task, but the power of the response.
“An adviser told me the other day about how a single post in Gujarati helped open a meaningful conversation with a customer’s parents.”
Several posts in Polish have given people the confidence to discuss protection for the first time and be open to the belief that protection does pay out.
READ MORE: SM Advice adds British Sign Language translated social media service to improve accessibility
The reality of this isn’t new. I recall speaking with a couple of advisers from St James’s Place last year about how BSL translated content allowed Deaf customers to understand their options without having to rely on a family member to interpret.
“Accessibility shouldn’t be seen as ‘nice to have’ but a professional responsibility.”
One of the simplest ways to improve accessibility is to ask customers how they prefer to receive information. Once you know, adjust accordingly. Inclusion often comes down to listening first.
We’ve grown comfortable with industry terms - ‘decreasing term’, ‘waiver of premium’ - but to those outside our world, they can be off-putting. Why not print terminology as if you’re talking face-to-face, e.g. instead of ‘benefit amount’ you’d write, ‘the amount of money your family would receive’.
When creating and sharing social media content, choose imagery that reflects the diversity of the communities you serve. Your customers, and potential referrals they’ll provide, are more likely to engage when they feel represented.
If you regularly serve customers whose first language isn’t English, consider marketing in their preferred language. Likewise, if you work with customers who are Deaf or hard of hearing, using BSL translated content shows you’ve considered their needs.
“Hard facts are useful, but stories are what people remember.”
By improving how we communicate, we don’t just grow our businesses, we grow trust, credibility, and reduce the protection gap. That’s a win on every level.
