The firm made these changes in response to customer feedback and behavioural science, making the application forms easier to complete, more relevant and aligned with industry best practice.
L&G Retail Protection has made the application process simpler and clearer by breaking down complex questions and clarifying them. It has also included more examples throughout the process to ensure customers are confident that the information they give is accurate.
Broad questions have now been divided into smaller, more specific health and lifestyle questions, while family medical history questions specify ‘full-blood’ relatives, reducing the likelihood of errors and manual referrals.
The updated process is also expected to help L&G Retail Protection understand the needs of its customers better, so that when a claim is received, the policy accurately supports their needs and circumstances.
David Banks, director of claims and underwriting for Retail Protection at L&G, said: “This latest series of underwriting improvements is designed to simplify the application journey to ensure that customers are more accurately protected and better supported throughout the process.
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“The changes reflect our commitment to listening to customer feedback, learning from claims experience, and applying behavioural insights. Our enhanced application process, aligned with current trends and industry best practice, will help customers tell us what we need to know to pay more claims.”
