The theme this month on IE is stormy weather and how insurance brands can cope with claims incidents that inevitably arrive with the depth of winter. This article is by Simon Jones, Director, Woodgate & Clark
Winter is already delivering severe weather across the UK. Snow and ice have disrupted communities nationwide, with Storm Goretti bringing further damage and disruption. This is no longer about preparing for winter — it is about maintaining readiness as successive weather events increase both the frequency and complexity of claims.
For brokers, the focus now must be on helping clients reduce loss severity, improve claims outcomes and ensure cover responds as intended. In a challenging market, proactive claims-focused engagement can protect clients while reinforcing the broker’s value at the point it matters most.
Reducing Claims Through Practical Intervention
For consumers, there are simple ways to mitigate the risk to their property and brokers are well placed to reinforce those messages, particularly ahead of storms or during prolonged cold spells. There’s no harm reminding customers to clear gutters and drains to prevent water ingress; lag exposed pipework; keep heating on low during freezing conditions; and know where the stopcock is located. Also, post-storm checks of roofs, fencing and overhanging branches can prevent minor damage escalating into major claims.
Brokers will also be encouraging clients in flood-prone areas to sign up for Environment Agency alerts and install flood protection in high risk areas. These measures prevent £1.15 billion in flood-related damage to UK homes each year according to Flood Re i.
These conversations matter. Insurers and loss adjusters consistently report that early intervention and damage limitation significantly improve claims outcomes, reducing both repair times and customer distress.
Claims Impact on SMEs: Beyond Physical Damage
For SMEs, winter claims rarely end with property damage alone. Business interruption, power outages, access issues and staff disruption can be more financially damaging than the original loss.
Brokers can support better claims outcomes by encouraging businesses to re-look at their risk controls and continuity plans as we progress through winter. They may wish to move stock away from low-lying areas, check roofs and drainage, test back-up systems and ensure data is backed up off-site. These steps can make a critical difference during a claim.
Equally important is ensuring that cover remains accurate. Changes in stock levels, equipment values or operating sites often go unnoticed until a loss occurs. Addressing these issues before the next event reduces the risk of underinsurance disputes and delayed settlements.
Broker Value at the Point of Claim
In a broker-led market, claims performance is a key differentiator. Clients judge their broker not at placement, but when something goes wrong. Those brokers who engage regularly during periods of heightened risk are better positioned to support clients when claims arise.
Partnerships across the claims chain are equally important. Some loss adjusting firms, including Woodgate & Clark, now offer pre-loss surveys and emergency response support, enabling brokers to connect clients with technical expertise before and during an incident.
The Commercial Case for Claims-Led Engagement
There is a clear commercial upside. Clients who feel supported during difficult periods are less likely to shop around at renewal. Identifying gaps in cover through claims-led discussions often leads to organic policy growth, while documented engagement supports FCA Consumer Duty requirements by evidencing ongoing client care.
Winter is far from over. As further storms and cold snaps arrive, brokers who stay engaged, claims-focused and proactive will not only protect their clients — they will strengthen their own businesses in an era of increasing weather volatility.
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