Nicki Plews: Getting comfortable with critical illness is simple

I have watched the industry talk at length over the last year about what critical illness insurance (CI) needs to be to really engage customers. The general perception is that CI is too complicated and customers believe insurers don't want to pay out, when what they also want is for it to pay out in every scenario possible. Having analysed this issue to ask what an insurer should do, I think what we need to do as an industry is help advisers and customers get comfortable with CI so they see its simple value not just today but in 2050 when customers could still be receiving pay-outs. ...