ABI Behavioural Research

The Challenge

The Association of British Insurers (ABI) convened a Working Group to address the industry-wide problem of unclaimed pension and insurance assets. An estimated 31 billion pounds in assets remained unclaimed across the UK, largely because customers had moved home and lost contact with their providers.

The Working Group needed a robust evidence base to understand why customers fail to reclaim their assets after moving, and to identify data-driven approaches that could improve reconnection rates across the entire industry.

The Solution

A behavioural research programme was commissioned to examine customer attitudes and the barriers preventing people from reclaiming their pension and insurance assets. The research analysed data-driven approaches to proactive customer contact, comparing traditional tracing methods with real-time move data triangulation.

The programme brought together multiple insurers and pension providers to collaborate on best practices for gone-away management, establishing an industry framework for proactive reconnection.

The Results