Imagine being denied insurance simply because you have a disability or long-term health condition. Shockingly, nearly half of vulnerable customers face significant challenges when applying for insurance, according to GlobalData’s 2025 UK Insurance Consumer Survey. But here’s where it gets even more concerning: 10.9% of these individuals have been outright denied coverage, raising serious questions about fairness and accessibility in the industry.
The survey, which polled over 4,000 respondents, uncovered a troubling pattern. The most common complaint? The time-consuming nature of the application process, cited by 21.4% of participants. But that’s not all—18.7% felt uncomfortable disclosing extensive medical information, while 14.4% found the questions either confusing or overly intrusive. These findings suggest that insurance firms may be falling short in providing the support vulnerable customers desperately need.
Beatriz Benito, lead insurance analyst at GlobalData, weighs in: “While insurers can request detailed information from customers with long-term illnesses or impairments, the process should never be unnecessarily lengthy or complex. The fact that so many vulnerable customers find the application process difficult or invasive indicates a systemic issue in how insurers are addressing their needs.” Benito suggests a simple yet effective solution: guided assistance for those struggling with written applications.
And this is the part most people miss: The Financial Conduct Authority (FCA) already mandates that firms take reasonable steps to ensure vulnerable customers receive fair treatment. This includes making reasonable adjustments to help disabled customers access products and services more easily. With nearly 20% of consumers identifying as having a disability or long-term health condition, the stakes couldn’t be higher.
Benito adds a critical point: “If an insurer refuses coverage, they must provide a clear, justifiable reason in writing—not one rooted in prejudice or assumption.” She also emphasizes the need for flexibility, such as offering phone applications for those who struggle with written forms. The key, she argues, is striking a balance: gathering necessary information without making customers feel judged, overwhelmed, or unfairly treated.
Here’s a thought-provoking question: Are insurance firms doing enough to simplify their processes and truly support vulnerable customers, or are they inadvertently creating barriers? Forms should be designed with plain, concise language and a logical structure, and vulnerable customers shouldn’t have to repeat the same information across multiple stages or agents. But is this enough, or do we need a more radical overhaul of how insurers approach accessibility?
What’s your take? Do you think insurance firms are meeting their obligations to vulnerable customers, or is there more work to be done? Share your thoughts in the comments—let’s spark a conversation that could drive real change.
