Are policyholders making use of added-value services?
While added-value services might be seen as a supplementary benefit of protection, insight from providers suggests that these services are not being overlooked.
Farrell says data from its wealth and wellbeing research programme has found that those with a protection product are more likely to have received mental health support in the past 12 months (15 per cent), compared with those without a protection product (10 per cent).
“Addressing mental health issues earlier, either through early intervention or access to counselling, will do more good than simply paying out a claim,” he says.
Hamilton says at Zurich, the provider has seen that more people are currently struggling with mental illness.
“Calls to employee helplines for our group risk customers, for example, have seen a 22 per cent rise in people seeking help in the last 12 months to March, with conditions including anxiety, low mood and depression,” he says.
Zurich’s employee assistance programme received more than 5,000 calls about mental health in the year to March, which is equivalent to two in five calls (39 per cent).
And at Royal London, Gilchrist says the provider has seen a “sharp” uptake in help for children, who, for example, have received help and guidance on conditions such as eating disorders from counsellors through RedArc.
But Gilchrist also highlights how added-value services may include usage limits. “One of the things that we need to be really careful [of] with the helping hand and RedArc services [is that] you get access to all these services, but we can’t have it open-ended.
“So say, for example, you’ll get six to eight counselling sessions, and in general that’s enough. Where people need more, that’s when we will speak to the individual about how that can be facilitated.”
Talking to clients about mental health
While Covid and the cost of living crisis may have opened up conversations about mental health, for some it can still be a topic that is difficult to talk about.
When it comes to talking about mental health with protection advice clients, Gilchrist suggests using case studies from providers.
On L&G’s website, for example, is a case study about how protection policyholder Naomi received mental health support through the provider’s “wellbeing support” service, which is likewise provided by RedArc.
Hamilton also recommends the free, Chartered Insurance Institute-accredited courses developed by the Association of British Insurers in collaboration with Rightsteps, an employee health and wellbeing specialist.
“It helps advisers and insurance frontline staff gain a better understanding of mental health issues, and improves accessibility and support for insurance customers,” he says.
