Claim is the promise: Why trust is won or loadt at the moment of the claim

Every insurance policy is a promise. And that promise is only ever tested once, at the claim.

Ian Hughes spent his career building brands, then became fascinated by the one moment a brand cannot reach. The claim. In this book he makes a clear, evidence-led case that should change how the industry thinks. A claim is not a cost to be contained. It is the single greatest opportunity an insurer has to earn trust, keep customers, and grow.

Drawing on the Insurance Behaviour Tracker, one of the largest bodies of claimant experience ever gathered in the country, built from more than 150,000 customers and over 30,000 claimants, Hughes shows why nearly every insurer passes the easy test of paying a claim, then competes on a dimension almost none of them can see. He uncovers the real worth of a good claim, the blind spots in the measures the industry relies on, and the handful of human moments where loyalty is quietly won or lost.

Told through a simple equation for trust, and written as a champion of the people who make claims work, The Claim Is the Promise argues that the future of insurance will be decided not by price, but by the experience of the moment that matters most.

Keep the promise, and everything follows.