Waddle Insurance is urging intermediaries to be more involved in the claims journeys with their clients, stating that in the protection industry the role of the adviser is often seen as ending at the point of sale.
The Swansea-based protection intermediary has released its first annual claims report - a transparent account of every claim it managed on behalf of its clients in 2025 with real clients, real case studies, and real outcomes.
The report covers over 100 claims managed by Waddle in 2025, resulting in more than £1.1 million paid out to clients across life insurance, critical illness, income protection and more.
However, Waddle says it wants to make a broader point about what the role of an intermediary should look like when a client needs them most.
More than a policy
76% of Waddle's claimants came to Waddle first - before the insurer. Waddle highlights that the relationship between adviser and client doesn't end when the policy goes on risk - "it begins in earnest when a claim does".
Nathan Wootton, operations director at Waddle, said: "Claims have long been treated as a transactional endpoint for intermediaries. We think they represent something far more important. It’s the moment of truth that reveals the strength of protection in everyone’s lives."
The 2025 data in the report shows that 95% of valid claims managed by Waddle were paid or are ongoing. The average claim took 90 days - with 30% of cases requiring additional medical information, adding an average of 40 days to the journey.
32% of claimants had, at some point, fallen behind with their premium payments during their time as a Waddle client. In each case, the firm's advisers stepped in to conduct a financial review and ensure cover remained in place. Those same clients went on to claim.
Naomi Jeffs, head of claims at Waddle, commented: "While we hope our clients never need to make a claim, my team and I are here if the time ever comes. We will listen, guide and advocate throughout the process - so that our clients can focus on what matters most. Their recovery."
A call for greater transparency
The firm is open about the fact that claims journeys can be improved. It acknowledges delays, shares the impact of claims with missing details, and reflects honestly on where earlier intervention could have made a difference.
Waddle concluded that it sees transparency "not as a risk, but as the foundation of the client relationships it builds", adding that "in a market where public trust in insurance remains a persistent challenge, that approach may be exactly what the industry needs more of".
