Insurance Times Awards 2022: ‘The customer comes first - always’, says FloodFlash

Explain briefly about your entry in the Customer Champion of the Year - Insurer category.

At FloodFlash, the customer comes first - always. This ethos is what drives our product development, how we communicate to brokers and their clients and underlines our mission to help more businesses recover from flooding.

Every business that I’ve spoken to since FloodFlash launched has a story of being turned down for cover or experiencing a bad claim.

With climate change and urbanisation increasing the losses from catastrophic flooding, it is no surprise that insurers are increasing premiums and adding exclusions and excesses at an increasing rate.

We’re incredibly proud to be one of few insurers taking at risk customers in mind and facing the flood insurance challenge head on.

What do you think makes your entry stand out or different from your competition?

FloodFlash is a rare breed in insurance terms. We haven’t iterated on existing products or optimised a particular part of our service. We’ve built an entirely new product from scratch, optimising everything with the customer in mind.

A great example of this comes during the claims experience. When Storm Franklin swept across the UK in February this year, we contacted clients to say their claim was underway before they even knew they’d had a loss. Even when clients don’t have a claim, the sensor data provides peace of mind.

One client had flooded up to 20cm, but would only incur damage at 40cm. We were able to confirm the depth of flooding while they were away from the property. That is really caring and helpful.

Every year, we’re learning new ways to apply parametric insurance on behalf of customers.

We listen, learn and adapt based on real people and how they experience flooding. This has given us an edge when interacting with our broker partners, helping to educate them and their customers on commercial flood risk – something that has been all but neglected by the industry in recent years.

What would winning this award mean to you and your firm?

It would mean the world. The recognition from industry peers is a huge motivator. Winning this award would demonstrate the strength of our customer-centric approach and motivate us to continue putting the customer at the heart of what we do.