The science of a question

Using behavioural science for better disclosures

clock • 3 min read

Tim Hogg, director, Fairer Finance, discusses how medical questionnaires need to improve to create better customer outcomes.

I have life insurance, and according to the FCA that puts me in the minority (only 29% of adults have a policy). Life insurance provides essential protection for couples and families, so why aren't more people covered? One reason materialises in the purchase journey. With one eye on the full emotional and cognitive context, it's not hard to see that medical questionnaires present a barrier. Using behavioural science, we can improve medical questionnaires. Not only might this reduce the protection gap, but it might also increase disclosure and competition. A barrier to purchasing li...

To continue reading this article...

Join COVER for free

  • Unlimited access to real-time news, key trend analysis and industry insights.
  • Stay on top of the latest developments around health and wellbeing, diversity and inclusion and the cost of living crisis.
  • Receive breaking news stories straight to your inbox in the daily newsletter.
  • Members only access to monthly programme 'The COVER Review'
  • Be the first to hear about our CPD accredited events and awards programmes.

Join now

 

Already a Cover member?

Login

More on Adviser / Broking

Professional Skills: Why clients don't buy insurance for the freebies

Professional Skills: Why clients don't buy insurance for the freebies

Focus on outcomes not add-ons

Ash Borland
clock 01 April 2025 • 2 min read
Gallagher joins amii

Gallagher joins amii

Employee benefits consulting

Jaskeet Briah
clock 31 March 2025 • 1 min read
COVER Summit North 2025: In pictures

COVER Summit North 2025: In pictures

Event gallery

COVER
clock 28 March 2025 • 1 min read