Dan Crook: Critical Illness cover could grow in popularity if people feel the NHS is struggling

Dan Crook joined Canada Life in 2000, initially working in a call centre in Canada Life’s head office. Since joining the company, Crook has worked in a variety of sales and proposition-based roles, in both wealth and protection management businesses.

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Protection Reporter
17th March 2023
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"Support service propositions will continue to evolve and critical illness cover could well grow in popularity if people feel the NHS is struggling."
- Dan Crook, Canada Life protection sales director

In his current role, Crook leads a team of strategic account managers and business development consultants to ensure customers benefit from the full breadth of our insurance propositions.

Discussing the main challenges faced by the group protection industry, Crook notes that “the pace of change presents huge challenges but also significant opportunities.” Given the impact of the Pandemic and the Cost-of-Living crisis, the NHS is under significant pressure. “The resulting potential for poorer health outcomes or mental health deterioration means that as an industry, we have a real responsibility to ensure our products and propositions continue to meet the needs of our customers,” Crook continued.

During the Pandemic, Crook felt that the group protection industry “mobilised quickly to work from home, so we were still there to support our advisers and customers during that difficult time.” He believes the industry fulfilled its promise to pay every valid claim, ultimately supporting more families that reasonably anticipated.

As well as claim pay out, Crook felt that the pressures of the Pandemic “pressed fast forward on support services and wellbeing propositions,” offering virtual access to mental health, wellbeing, and clinical/GP professionals.  

However, Crook believes the industry still has a huge opportunity to attract new employers to its products, especially SMEs; “If we can work effectively with our adviser partners, I see the potential for a growing market in this space.”

Crook believes that flexible benefits and support service propositions will continue to evolve, as employers look to make relevant solutions to their staff by offering them digital choice. Especially critical illness cover which could “grow in popularity if people feel the NHS is struggling.”

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