Independent claims benchmarking & advice
The promise is not made at the sale. It is kept, or broken, at the claim.
Insurance sells a promise. The claim is the only moment the customer finds out whether it was true. We help insurers win that moment, and prove what it is worth.
- Independent
- Evidence-led
- Benchmarked across the market
- The claimant’s voice
The idea
The claim is not a cost to be contained. It is the front line of trust.
Every insurer says it is good at claims. The customer has learned to discount all of it, because it is the company praising itself. What cannot be discounted is how a claim actually felt, and what the customer did next.
For years the industry has managed claims as a back-office function, measured in cost, cycle time and leakage, while the brand was built somewhere else entirely. Yet the claim is the single moment when everything the marketing ever promised is tested, in full, by a customer who is frightened, out of their depth, and paying very close attention.
Handle that moment well and loyalty, growth and reputation follow. Handle it badly, or merely adequately, and the customer quietly leaves. The evidence for this now exists, at market scale. claims.company was founded to put it to work.
The evidence
What a good claim is worth, counted at a scale no single insurer could reach.
Our thinking is built on one of the largest bodies of claimant experience ever gathered in the UK: more than six years of independent tracking, hearing from ordinary customers about real claims, then following each of them to renewal to see what they actually did. No single insurer can see the whole market. We can.
-
150,000+
UK motor and home customers heard from, over 30,000 of them describing a claim they had just lived through.
-
~2×
A poor claim roughly doubles switching at renewal, in motor and home alike.
-
29pp
The gap in two-year switching between a good claim and a poor one in motor, around 26 points in home. It survives holding price constant.
-
“Fine”
Customers whose claim was merely fine leave at nearly the rate of those whose claim was poor. Adequate is not a safe place to stand.
Figures from six years of independent UK motor and home claimant tracking, and analysis prepared for the forthcoming book The Claim Is the Promise. Draft figures, subject to final verification before publication.
The framework
Four questions, all answered in one moment.
Borrowed from The Trusted Advisor and pressed into the service of claims: trust is credibility, reliability and intimacy, divided by self-orientation. A claim is simply the moment those four terms are tested together, whether the customer meant to ask or not.
Trust = Credibility + Reliability + Intimacy Self‑orientation
-
Credibility
“Do you know what you are doing?”
A customer can forgive a great deal, but they can tell within minutes whether they are in capable hands.
-
Reliability
“Will you do what you said?”
A claim is a sequence of small promises. The customer is counting, even when they do not realise they are counting.
-
Intimacy
“Am I safe with you?”
The term the industry measures least, and the one customers describe most vividly, long after the money is paid.
-
Self-orientation
“Are you on my side, or your own?”
The denominator. It does not subtract from trust. It divides it. This is where claims are truly lost.
What we do
We sell two things: the market view, and what to do about yours.
We do not sell data. The independent dataset is the asset that makes both products possible. What you buy is the comparison, and the interpretation.
-
01 · The anchor
Benchmarking
Your claims experience, set against the independent market view. Not your own survey marking your own homework, but how your claims actually felt, stage by stage, benchmarked against the whole market and tied forward to whether customers stayed. Sold as a recurring engagement, so you see movement, not a snapshot.
Claims outcomes benchmark 4 of 5 · motor · 2026 -
02 · Built on top
Advice
The why behind your numbers. Where your claims win or lose trust, which moments are costing you customers, and what to change first. Then the case in the language boards act on: a satisfaction score that predicts retention after price has been held still is not soft. It is money that has not arrived yet.
Kept informedWhere trust is won
Handled with sympathyWhere it is lost
The silences in betweenWhere we look first
Why the comparison holds. An insurer can survey its own claimants. It cannot see the whole market, and it cannot go back in time. Our view is independent of every firm we measure, and it stretches back years, with each claimant followed forward to what they did next. That is the moat, and it is why the benchmark means something.
Forthcoming
The Claim Is the Promise
The book
The Claim Is the Promise
A book about trust, told through the one moment where trust is truly won or lost. Written by a marketer who spent a career on the promise and became fascinated by the place the promise gets tested.
Drawing on the experience of more than 30,000 real claimants, it makes the evidence-led case that the claim is the single greatest opportunity an insurer has to build the trust that keeps customers and drives growth.
Contact
The test that counts is waiting. Let us help you win it.
If you lead an insurance business, a claims function or a brand, and you suspect your claims are worth more than your dashboards say, we should talk.