Doing our bit for people with dementia

Doing our bit for people with dementia

As Dementia Action Week kicks off, we’re making a commitment to raise awareness of the condition that affects more than 850,000 people in the UK – and support any customers who've been diagnosed.

In the UK, someone develops dementia every 3 minutes. With numbers set to rise to over 1 million by 2025*, it’s vital we raise the profile of this important issue and work towards building an inclusive society.

As part of our responsibility to protect vulnerable customers, our aim is to ensure people with dementia have access to the support and information they need from us.

What is dementia?

The World Health Organisation defines dementia as “a syndrome (a group of related symptoms) – usually of a chronic or progressive nature – in which there is deterioration in cognitive function (ie the ability to process thought) beyond what might be expected from normal ageing”. There are different forms and causes of dementia; Alzheimer’s disease is the most common.

If you want to find out more about dementia, visit our medical encyclopaedia.

Our Dementia Promise

We understand that dementia affects people and their families in different ways. We want to be a dementia-friendly company and create an inclusive community where people with dementia receive the right support. That’s why, this Dementia Action Week, we promise to:

  • provide support and assistance for people with dementia
  • treat disclosure of a dementia diagnosis with empathy
  • proactively identify customers with dementia sooner so that we can adapt what we do to help them more
  • create a dedicated page with practical advice on how our insurance policies may be affected

How we’re helping

We care about protecting our customers and communities against life’s unexpected turns. Here are some of things we’ve already done to help those who face dementia.

Frontline teams

We’ve trained all of our frontline teams to identify customers who may need additional help.

Dementia Friends

We run activities in our offices to encourage Dementia Friends education for all our staff. Almost a thousand have already become Dementia Friends. Become a Dementia Friend

Dementia Friendly Financial Services Charter

We were a key contributor to this charter for improving the experience of people living with dementia when dealing with financial service organisations. Download the charter to find out more.

What is Dementia Action Week?

Organised by the Alzheimer’s Society, Dementia Action Week takes place 21-27 May 2018 and is a time to unite and take action on dementia. The charity is asking everyone to take actions, however big or small, to improve the everyday lives of people with dementia. Find out how you can get involved and make difference on their website.

Get in touch with us

If you or someone you know has been diagnosed with dementia and has one of our products, please get in touch with us to find out how your cover may be affected.



Contact us

Get in contact with the right person to answer your queries, or just talk to us about how we can help you and your family.

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