Simply Business launches campaign in call to transform industry

Simply Business is embarking on a campaign to highlight the recent changes it has introduced in a bid to help transform the industry and regain the trust of policyholders.

The insurance broker for SMEs said the changes which are already under way include, offering a wider range of products to customers, having a smaller number of questions on policy documents and simplifying its language.

Launched today, the manifesto is based on a survey of small 500 small businesses about the insurance industry, which found that 74% said they had difficulty navigating websites, while only a quarter found written documents easy to understand, preferring to have clarity and jargon-free text.

Retail and banking topped the list of other business sectors which customers felt insurers could learn from, to improve both direct and online experience.

Commercial director Deborah Reid told Insurance Times: “It is time for us to take this route for a much more customer-centred approach, as we want to enter into a dialogue with them about what they need. 

“From talking to our customers via Facebook and Twitter, we became generally aware that we need to change the way the industry works for small businesses.

“There is an undeniable movement online and as far as developing trust with our customers, we want to make sure we are open with our customers as to what we offer and that we are transparent on price.”

The manifesto, which will be publicised via social media and trade partner websites, pledges to focus on ‘core attributes’, such as simplicity, honesty, human and listening, and will cover a range of areas from communication to claims procedures.

Chief executive Jason Stockwood said: “The current insurance model is broken, more suited for the 16^th rather than the 21^st century.

“In the current environment we must accept that insurers are often failing customers so we need to step up and pledge to improve the industry together. This will be vital to retaining, and in some cases regaining, customer trust.”