This insights article is by Jess Woodhouse, Chief Operating Officer at specialist home insurer, Homeprotect, part of the Avantia Group
In the insurance industry, nothing matters more to customers than the claims experience. Policies, premiums, and promises all fade into the background when you need to make a claim. And in that defining ‘moment of truth’, the way an insurer handles that claim determines whether trust, loyalty, and advocacy endure – or disappear.
At Homeprotect, we’re fundamentally reimagining this moment of truth. Instead of viewing claims purely as a cost centre or a procedural necessity, we’re reframing them as an opportunity to deliver on our purpose: empowering people to protect their homes and the things they love, regardless of their circumstances. The key is intelligent orchestration of technology, people, and data. Done well, claims handling doesn’t just protect customers in their most vulnerable moments – it redefines the future of the industry.
We’ve spent the last 18 months rebuilding our claims operation from the ground up – and the early results are compelling. We are achieving post-settlement Net Promoter Scores (NPS) that signal much stronger trust and satisfaction among customers. But this is only the start. Our ambition is not incremental improvement, but to set a new benchmark for meaningful, human claims experiences.
Technology as an enabler, not the whole solution
Like most, our claims transformation journey began with new technology: firstly building a new claims platform in partnership with digital claims solutions provider, 360GlobalNet, and then building stronger supply chain partnerships, using richer data to inform decisions and creating infrastructure for faster, more accurate updates. We also insourced elements of our claims model to give us greater control and visibility, so we could provide a better service to customers in return.
Yet, while crucial, technology alone cannot deliver transformation. It needs strong operational foundations and human judgement – with AI providing the analytical power and the ability to review large data sets faster than a human could, whilst our people provide the wisdom to interpret and act on that analysis. That’s why Avantia developed Holmes – an industry-first AI tool designed to help our teams tackle fraud and transform the home insurance claims process.
Powered by Avantia’s proprietary decisioning platform, Holmes analyses vast data sets collected throughout the customer lifecycle. It supports claims handlers by rapidly flagging suspected fraud while identifying straightforward cases for quick, fair resolution.
The results speak for themselves. Holmes has increased the fraud detection rate by six times while also demonstrating exceptional accuracy in everyday claims processes. It completes payment calculations with a remarkable 98% accuracy rate. In 50% of the cases it reviews, it
makes additional recommendations that enhance the overall claim outcome for both Homeprotect and its customers – which is particularly important, given the number of non-standard properties we insure, some with significant complexities.
The message is clear: technology is an enabler, but without a workforce empowered to use these tools wisely, even the most sophisticated systems would fall short.
The human factor in claims
Across the industry, insurers face a looming shortage of skilled claims professionals, with 25% of the workforce expected to retire within the next decade. Simply automating around that gap isn’t the answer. Instead, we’ve deliberately combined the deep expertise of seasoned claims professionals with more junior staff, bringing fresh perspectives from other industries. The result is both depth of knowledge and diversity of thought.
This balance of empathy and efficiency is critical. Some in the industry lean one way or the other. We have prioritised both equally. When emotions run high, for example in a burglary or house fire, reassurance and sensitivity matter as much as settlement speed. This customer-first ethos guides everything we do.
Rethinking First Notification of Loss (FNOL)
Many insurers initially embraced an “all-digital” approach to First Notification of Loss. But household claims are too varied in complexity and emotional weight for a one-size-fits-all model. A cracked television is not the same as a catastrophic house fire, and the claims process must reflect that.
FNOL is pivotal, setting the tone for speed, cost, and customer outcome. For that reason, we have adopted a hybrid model. Straightforward, low complexity claims can be handled fully digitally for a fast and frictionless resolution. By contrast, high impact or emotionally charged claims are managed by our people, with a more empathetic and tailored approach.
Regulatory factors also shape the way FNOL evolves. At its core, however, the process must always strike the right balance, both efficient and empathetic.
Data as the backbone of transformation
Insurers have always held data but knowing how to use it purposefully is what drives effective transformation. At Homeprotect, data is the backbone of a system designed to improve customer outcomes, ensure compliance and strengthen performance metrics, particularly the claims ratio.
Insights are looped back into pricing and underwriting to deliver more granular decision-making. Complaint data is mined intensively and channelled into operations, so every friction point becomes an improvement opportunity.
This culture of continuous improvement includes monthly “sprints” focused exclusively on customer experience. One tangible result: greater consistency in handling alternative accommodation requirements through data refinement.
Early results
Our claims transformation is already delivering impressive results. But this is only the beginning.
Looking ahead, the focus will be on increasing the use of granular data with supply chain partners and achieving further consistency in handling complex cases. The hybrid FNOL model will also undergo continued refinement to ensure every claim begins on the right footing.
Our long-term ambition is simple but bold: to cement Homeprotect as a leader in claims – setting new industry benchmarks where humans remain at the heart of the process, powered by innovative technology and intelligence.
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