Some 87% of protection industry experts surveyed agreed that the 'claim is our core product, not the policy', according to a poll from the Protection Review.
The remainder of those polled disagreed (8%) or said they were undecided (5%.)
The Protection Review surveyed 291 people from across the industry including advisers, insurers and reinsurers.
In his speech, Baigrie had argued that the object of paying more claims would drive industry growth due to improved customer trust, turning "conventional wisdom on its head" about huge detriment to the industry if every claim were paid.
He said: "As a collective, our big challenge must be to change that so future growth is demand led too. I have a new suggestion for you insurers.
"As a collective, our big challenge must be to change that so future growth is demand led too. I have a new suggestion for you insurers as to how we might do that. I think we should all be about claims.
"In a digitally enabled world, where all power is flowing inevitably and rightly to the consumer, we should be making the sharp end of what we do, the end that matters most, utterly brilliant. To really grow we need to see that. It is the claim that is our core product, not the policy."
"If our thinking and your thinking as insurers, saw the claim as being the thing we have to get right, even more than the sale, our design dynamics would be very different."
Commenting on the poll results, Mark Dennison, owner of adviser firm Light Blue UK Ltd said: "I'd agree with the overall outcome. How successful the claim is - and how much confidence customers have in claims being paid - determines their view of the policy and the industry overall.
"Therefore ultimately, the claim is what they are buying."
With Alex Koslowski in charge
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'Lack of transparency'
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