The latest from Surewise;
Specialist intermediary Surewise has released a TV advert for mobility insurance, believed to be the first of its kind in the UK, to address a “serious awareness gap” among mobility scooter users.
Surewise’s own research found almost a third of scooter users are unaware specialist insurance for their vehicle even exists – leaving many to assume they are covered when they are not, or to go without protection altogether. With a single collision or theft potentially costing thousands of pounds, the company believes this lack of awareness is leaving a significant number of scooter users exposed, while demand for mobility scooters is expected to rise, driven by an ageing population.
According to the Office for National Statistics, the number of people who are of a pensionable age is projected to reach 15.3 million by mid-2049, accounting for 23.7% of the population – and mobility limitations increase sharply with age.
While awareness about mobility scooter cover remains low, users face significant risks: common claims include accidental damage resulting from minor collisions, potholes and kerb drops, as well as punctures which can leave users stranded. Theft is another underappreciated risk, with a typical mid-range scooter costing about £1,500 to replace, while a collision with a pedestrian can result in a substantial injury claim.
Richard Hannan, director of Surewise, said: “We know there is a serious awareness gap around mobility scooter insurance in the UK. Many users don’t realise cover exists until something goes wrong, even though a stolen or damaged scooter can have a huge impact on someone’s independence and daily life.
“We ran a survey which found 61% of users were uninsured, and almost a third (28%) were unaware insurance is available.
“At the same time, the number of mobility scooters in use is continuing to grow – and the reality for scooter-users navigating our infrastructure is there are many every-day risks.”
The campaign reflects growing confidence in the mobility scooter insurance market, which has historically received little mainstream promotion despite increasing demand and low consumer awareness.
The decision to take the advert to national television was a strategic choice to reach a mass audience in the over-60s, as well as younger adults who help their ageing parents to manage insurance. Surewise offers mobility insurance from £3.80 a month and aims to raise awareness that affordable cover is available through the advertising campaign.
Richard Hannan added: “Mobility scooter insurance has traditionally been a low-profile category. It’s taken a long time for a specialist provider like Surewise to reach the scale and confidence to invest in a national television campaign, but we believe the market has now reached that point.
“Nobody has really communicated these messages at scale before: mobility scooter insurance exists, it is affordable, and protecting your independence is worth thinking about before an incident occurs rather than afterwards.
“We wanted to be the first brand to establish ourselves as the insurer which provides this protection in the minds of UK consumers – and we’re proud to be the first to take that message onto mainstream television.”
The new advert, created by Surewise and TV and video advertising agency Happy Hour Productions, was filmed in Vale Street in Bristol – the steepest street in the UK – and will air across ITV channels, as well as YouTube and social media.
In addition to mobility insurance, Surewise offers carers, storage, home insurance and more.
For more information, please visit: www.surewise.com
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