Accident and Health: in a world of similar cover, service is the true differentiator

Why responsiveness, empathy and wellbeing are reshaping expectations in the Accident and Health insurance market.

In the crowded Accident and Health (A&H) insurance landscape, products often look identical on paper. Cover limits, exclusions and claims triggers all follow familiar patterns. Yet when an employee is injured overseas or a traveller needs urgent evacuation, swift and responsive service can make all the difference.

“The true value isn’t in the paperwork – it’s in how an insurer responds when something happens,” says Luke Powis, Head of Crisis Management at Aviva.

This shift in focus from policy design to service delivery is reshaping what brokers and clients expect from insurers. Responsiveness, people-first claims handling and wellbeing support have become as important as limits and wordings.

A market defined by change

In an uncertain world, it's no surprise there’s been increased demand in business travel coverage, as employees are exposed to new forms of risk. Natural disasters, geopolitical instability and unpredictable weather events can cause a rise in cancellations, evacuations and medical emergencies – increasing the number and severity of claims. In this context, organisations need more than cover, they need confidence that their people will be supported swiftly and safely.

In addition, the cost of healthcare abroad continues to climb, with medical inflation being an increasing concern.

“Businesses are realising that when a crisis hits overseas, they’re not just managing a claim – they’re managing a real person’s wellbeing, and that requires empathy as well as expertise,” adds Luke.

The scale of these pressures has made A&H one of the most human lines of insurance: it’s not just about paying bills, but about protecting people when they're at their most vulnerable.

Speed, empowerment and expertise

Responsiveness is now a defining characteristic of high-performing insurers. Decisions that once took weeks are now expected within hours.

We're responding by empowering regional underwriting teams and claims handlers to act quickly, without the delays of cross-border referrals. The ability to speak directly to an experienced decision-maker in the same time zone gives brokers a crucial advantage when their clients need answers.

Claims handling, too, has evolved. At Aviva, our dedicated handlers manage each case end-to-end. When needed, cases are supported by in-house independent medical consultants, who can assess injuries and conditions promptly rather than waiting weeks for external reports. These specialists are also able to assess permanent disability claims, removing the need for the person insured to undertake an independent medical examination (IME).

The results are tangible. Routine travel claims can often be resolved within days – in fact, 21% are settled on the same day they’re received. Added to this, 91% of correspondence is responded to within two working days, while for serious injury cases, clients can benefit from early interim payments and rehabilitation support. ^[1]

The goal isn't just to settle claims quickly, but to do so in a way that reduces stress for both brokers and their clients, and, most importantly, to make sure that we act on our values of fairness to all our mutual customers.
 

Service as a strategy

For brokers, service excellence has become a business advantage in its own right. Quick decisions and clear communication can transform client confidence and strengthen relationships that extend far beyond a single policy year.

That responsiveness also extends to trading. Giving brokers access to over 20 A&H specialist underwriters means greater flexibility in the way they trade – from regional underwriting to making contact via email, phone or via digital platforms. Brokers can engage with us in the way that best suits them. The principle behind it is simple: make it easy for brokers to do business and for clients to get cover in place fast.

This balance of people and process is increasingly what sets the leading insurers apart. As Luke describes it: “Speed doesn’t have to mean impersonal. The best service is still rooted in human connection.”

The human factor

Whether responding to a fatality, arranging repatriation from a conflict zone or guiding a small business through a life-changing injury claim, human empathy is what can make a difference to those affected.

Teams that are able to combine technical expertise with compassion, and that show flexibility when it matters most are appreciated.

“When someone’s been seriously injured, they’re not thinking about policy wording. They need reassurance, speed and care. That’s what we aim to provide,” says Paul Tidswell, Claims Manager at Aviva.

These are also the stories that resonate most strongly with brokers: the instances where an insurer’s responsiveness has made a tangible difference to a client’s life or livelihood.

Take the case of a young sportsperson who suffered a life-changing injury.

To help the A&H team understand the gravity of the situation, a quick conversation with a technical specialist from our Major & Complex Claims (MCC) Major Bodily Injury team provided insight early on to shape the support provided to the player and their family.

A major complex claims case manager handled the claim with professionalism and empathy throughout. He reviewed the full policy benefits to make sure everything the client was entitled to was delivered, from financial support to additional services that eased the recovery journey. A prompt payment helped the family begin to move forward during an incredibly challenging time.

Our response was praised by the sports club’s secretary.  “Thank you for coming to this resolution so quickly and for your support. [The young sportsperson] is making progress and is remaining really positive.”
 

The transition to employee benefit

Perhaps the most significant shift in our A&H proposition over the past five years is the growing emphasis on wellbeing. What began as an added benefit has become central to the proposition.

Mental health support, gym and nutrition discounts, and training for managers on how to recognise and address mental health issues are now a core part of the package. 24/7 counselling lines offer confidential access to help and are neither tied to a claim nor limited to workplace issues.

This approach positions our A&H proposition as more than risk protection; it becomes part of an employer’s culture of care. Brokers, in turn, can use these wellbeing features to reframe conversations with clients – from ‘what happens if’ to ‘how we look after people every day’ – and highlight these important differentiators from other products on the market.

“It’s no longer just about protecting employees when something goes wrong,” Luke explains. “It’s about supporting them to stay healthy and engaged, which ultimately strengthens the business they work for.”

In addition, brokers in our Club 110 membership have access to Mental Health First Aid training alongside a wealth of training modules relevant to their role.

“It’s important that Aviva’s culture of care and values is reflected in our offering to both policyholders and brokers and goes way beyond protection to include valuable services that can help a business with recruitment, retention and the general wellbeing of their people,” adds Caroline Spary, Broker Marketing Manager for Aviva.

What comes next

As businesses continue to navigate staff mobility, global uncertainty and rising health costs, Accident and Health cover will only become more relevant. The challenge – and the opportunity – lies in brokers and clients seeing its full potential.

By providing access to insight and a service built on speed, consistency and specialist knowledge, our dedicated team of more than 20 A&H experts provide businesses with clarity and confidence when they need it most.

A&H shouldn't be thought of as a niche add-on. It's a vital component of modern workforce resilience – protecting not just against accidents, but against uncertainty itself.
 

[1] Aviva internal data, 2025 – average % year on year as of Dec 2025