Positive customer communications count for a lot in 2025. For insurers, it’s not enough to simply meet policyholder expectations – organisations need to create experiences that feel personal, positive and grounded in a genuine understanding of the challenges real people are facing.
With updated regulations and an increased demand for clarity, communication has rightfully become a key strategic priority for insurance teams. From policy details to claims updates, how and when insurers communicate has a direct impact on customer trust and satisfaction. Considering everything from accessibility to data security, delivering the correct messaging in the most-effective manner will be crucial to success far beyond this calendar year.
The financial services industry is moving quickly, and as cliché as it sounds, those that aren’t adapting really do risk being left behind.
For insurers, poor communication is a fast track to losing trust, attracting regulatory attention and weakening long-term relationships. This was made painfully clear during the COVID-19 pandemic, when disputes over business insurance exposed the risks of vague or unclear policy wording - leaving many policyholders without the support they thought they had. Years later, the stakes remain just as high, with changing FCA compliance creating new challenges.
Financial Conduct Authority Consumer Duty, introduced in July 2023, has made clarity, accessibility and accountability non-negotiable. Insurers must now provide clear evidence that their communications lead to fair and informed outcomes. This means rethinking how information is delivered - moving away from generic messaging and towards transparent interactions that truly serve the needs of the customer. In theory, this set of criteria is an ideal framework for insurers to follow, however, a recent Which? investigation found that many organisations are still falling short of their obligations - with complaints around unclear policy terms and limited channel choice.
Changing circumstances mean that insurance providers must deliver the right message, at the right time, via the right channel – for the sake of accessibility and policyholder choice. It’s also no longer just about what you say - but how, when, and where you say it, with clarity and relevance both essential. In general, customers are far more likely to positively engage with communications that are timely, easy to understand, and tailored to their specific needs. Choosing the right channel (print, digital, or a combination of both) also ensures the message not only reaches a desired audience but resonates with them too.
Aware of the common issues faced by insurers when trying to connect positively with vulnerable customers, CFH Business Development Manager and insurance communications specialist Samantha Young comments:
“It’s estimated that 27 million consumers in the UK have a support need. That figure alone is striking - but even more concerning is that 73% of disabled people have delayed contacting an essential service provider because the process feels too daunting. That’s why we work closely with our insurance clients to tailor communications that are inclusive and accessible for everyone, including those with vulnerabilities.”
With speed and instant access in mind, digital communication methods are often favoured, however physical mail remains a powerful asset. Direct mail is frequently the medium of choice for accessible messaging, while according to JICMAIL physical documents command longer attention spans and also prompt measurable action. For sensitive, high-stakes information like claims decisions, policy changes or regulatory updates, print also delivers a sense of formality and trust that digital can often lack. Ultimately, offering a choice of channels - both digital and physical - ensures that every individual can engage with communications in the way that suits them best.
Not only do insurers risk falling foul of regulatory processes by delivering messaging in a one-dimensional manner - but they also risk losing customers entirely. Research from Smart Communications found that nearly two-thirds (62%) of people would consider switching provider if their communication needs were not met. Policyholders expect communications that are relevant, personalised, and accessible, and if those expectations go unmet, they won’t hesitate to look elsewhere.
Customer experience in insurance isn’t one-size-fits-all, and with financial services shaped by regulatory change and rising customer expectations, insurers need to think carefully about the channels they use. A hybrid approach - mixing print and digital - helps meet people where they are, while also supporting accessibility and clarity. To shape a positive customer experience, insurers should strive for communications that are clear, easy to understand and genuinely helpful in driving better outcomes.
CFH Business Development Manager and Insurance expert Shelley Hawkins believes multichannel communications are the way forward for fostering true policyholder connections:
“With joined-up, secure communications, insurers can offer consistent support across every touchpoint. At CFH, we make that possible through smart, multichannel solutions that help you connect better.”
At CFH, we make insurance communications seamless, working with you as a dedicated partner for smarter messaging. From onboarding to delivery, our secure, multichannel solutions - including Docmail hybrid mail and CFH Managed - meet and exceed the demands of the financial services sector. From policy documents to renewal reminders and claims correspondence, we ensure messages are clear, compliant, and sent the right way.
Keen to find out more about what we do at CFH? Take a look through our suite of adaptable communication solutions.
Wiltshire Pension Fund, managing pensions for 85,000 members, expanded their partnership with CFH from outbound communications to include digital mailroom services.
CFH managed service solution provides a secure alternative to management and sending sensitive communications to 18,000 recipients.
Oakbrook Finance partners with CFH for compliant, efficient mail delivery of regulatory notices to clients.
Tailored Solutions and Attentive Support for Insurance Leaders
Partnering with CFH, not for profit organisation Lewisham Plus Credit Union increase member engagement with 13,000 members with secure, printed communications.
Digitally transforming high street bank process to increase speed to market, audience sign up rate and remain competitive.
Managed service solution, streamlines the sending of 150,000 member statements for Capital Credit Union
RBKC streamline the communication process, to engage with members in a secure, cost effective and trusted way – hybrid mail.
CFH was involved in a successful initiative that secured £8.4 million for pensioners across London. With over 8,000 pensioners across London entitled to Pension Credit but not claiming, Policy in Practice, a social policy and analytics company, drove an initiative to engage with eligible residents.
