World Mental Health Day: More Empathy Needed on Claims

One to bear in mind for tomorrow and beyond – does the industry need to do more on claims?

On World Mental Health Day 2025, Woodgate & Clark, a leading loss adjuster, is highlighting the critical role empathy plays in the insurance claims process, as growing numbers of insurance claims involve customers with vulnerabilities linked to mental health and neurodiversity. With 51% of UK financial services customers now classified as vulnerable, Woodgate & Clark is calling for a wider debate in the market about how it can balance compassionate support with vigilance against fraud.

“At Woodgate & Clark, we see first-hand how vulnerabilities — from dementia to ADHD — impact the way customers interact with us during the claims journey,” said Sarah Durkin, Head of Counter Fraud. “We have a responsibility to respond with both empathy and professionalism, ensuring customers are supported and treated with dignity, while maintaining robust fraud controls.”

During a recent Chartered Insurance Institute webinar on vulnerability in claims, hosted by Sarah Durkin, two insurance professionals shared their personal experiences of neurodiversity that underscored why empathy matters. These lived experiences highlighted the very real impact of mental health and neurodiversity on how customers engage with insurers. Based on the feedback from that discussion, Woodgate & Clark is calling for insurers across the sector to:

• Use plain English and reduce jargon in communications.
• Provide bullet-point summaries for customers with ADHD or similar conditions.
• Offer flexible communication channels (email, phone, post) so customers can choose what works best for them.
• Train claims handlers to use empathetic questioning and spot signs of vulnerability

The business also sees a role for technology — particularly AI — in simplifying written communication and helping to flag potential vulnerabilities. However, Woodgate & Clark stresses that a human touch remains essential.

“Technology can support us, but empathy is a human skill that cannot be automated,” added Durkin. “Customers need reassurance that their circumstances are understood by a person, not a bot.”

As disclosures of mental health conditions continue to rise, Woodgate & Clark is committed to leading by example in ensuring that vulnerable customers receive the right balance of protection, care, and respect.

“By putting empathy at the centre of claims handling, we can build stronger trust with customers and support them at their most difficult moments,” said Durkin. “World Mental Health Day is a reminder that our industry must continue to listen, adapt, and evolve.”