- Case studies
- Reimagining British Friendly’s terms and conditions
Reimagining a protection insurer’s terms and conditions
How we helped British Friendly appear more friendly to the people it serves.
Protection insurer British Friendly wanted to make their terms and conditions easy for everyone to understand – especially vulnerable customers.
They were updating their core income protection product to make it more competitive, but they wanted to overhaul their terms and conditions too. We reworked their policy summary and terms and conditions to make them more customer friendly. We made sure that members understood how the product would help them if they were too ill to work.
Before our intervention, the reading age needed to comfortably comprehend the documents was well over 18. Now it’s down to 11.
“92% of our members said that our communications with them were clear and simple to understand.”
Natalie Summerson
Executive Sales and Marketing Director
