A policy is only truly tested when a customer suffers a loss. In that moment, brokers need more than cover. They need confidence that an insurer will help them support their customer quickly, clearly and effectively. Our SME Experts claims proposition is built with this concept at its core.
A commercial claim can affect far more than the damaged property or lost stock. It can disrupt trading, cash flow, employees, suppliers and customer confidence. Brokers need to know what is happening, what comes next and who is taking ownership.
From a claims perspective, there are a few things that make the biggest difference.
Clear communication from the start
When a serious loss occurs, brokers are often managing multiple conversations at once: reassuring their client, dealing with operational disruption and seeking answers from the insurer. Clear, timely communication becomes essential as part of the claims service provided by an insurer.
Whether it is a fire affecting trading premises, a theft at a retail location or storm damage disrupting operations, brokers need early visibility of what’s happening next. An early call from a claims handler, even before liability or quantum is fully established, can often make a significant difference to customer confidence.
Working with the broker, not around them
In a complex claim situation, customers look to their broker for guidance. That broker relationship should be strengthened by the insurer, not bypassed.
That means sharing information in a way that helps brokers support the customer, being clear about ownership and making it easy for them to understand where the claim has got to.
Brokers often tell us that responsiveness matters as much as speed. If they understand what is happening and when the next update will come, they can manage customer expectations far more effectively.
For brokers, that practical partnership can be the difference between feeling informed and feeling exposed in front of their customer.
Keeping the customer’s business reality in mind
A commercial claim rarely impacts just one area of a business. What begins as property damage can quickly affect revenue, customers, suppliers and employee wellbeing. Understanding that wider context helps ensure decisions are not only technically correct, but commercially sensible.
That is where experience, judgement and communication matter. A fair outcome is essential, but the way the claim journey is carefully handled for the client is equally important.
Why trading and service still matter at claim stage
The claims experience does not start on the day a claim is notified. It is shaped much earlier — by how well the risk was understood, how clearly cover was explained and how strong the working relationship already is between broker and insurer. That is why SME Experts is about more than product; it is about bringing together underwriting, service and claims expertise to support brokers across the commercial insurance journey.
Good trading matters because the right conversations at placement can prevent surprises later. Good service matters because brokers need access to people who can help when the situation is moving quickly.
That is why claims, trading and service cannot be treated as separate experiences. For brokers, they are all part of the same relationship.
Future Focus
Customer expectations continue to evolve. Businesses increasingly expect digital updates, proactive communication and faster access to information. While technology can support the claims journey, the need for expert judgement and broker relationships will remain as important as ever.
What brokers should expect
A strong claims service should give brokers confidence that their insurer will:
acknowledge the claim quickly and explain what happens next;
be clear about what information is needed and why;
keep the broker informed, especially when decisions or timescales change;
make fair decisions and explain them in plain language;
work with the broker to support the customer through uncertainty.
None of this is complicated in theory, but it matters hugely in practice. When a business has suffered a loss, the broker needs to be able to give their customer confidence, not uncertainty.
For us, being 100% intermediary-led means recognising the role brokers play through the whole claims journey. It means helping them advise, reassure and support their customers at the point when insurance really has to prove its value.
Claims are where promises become outcomes. For brokers, every interaction contributes to confidence in the insurer relationship. That is why delivering a great claims experience is not simply about settling losses. It is about helping brokers demonstrate value to their customers when they need it most.
