Today marks the release of our first annual claims report - and we couldn't be more proud to share it with our clients.
The report offers an honest and open look at the support we provide during the hardest part of the Waddle journey - making a claim. It is there to show our clients that insurers do pay claims, that the process doesn't have to feel overwhelming, and that with us beside them, it doesn't have to be faced alone.
Writing this report has been a meaningful experience for our whole team. It gave us the chance to reflect honestly on the work we do, celebrate what we have achieved, and acknowledge where we want to grow. We hope reading it gives our clients the same quiet confidence in us that putting it together gave us in ourselves.
Putting this report together was one of the most beneficial exercises we have done as a business. It asked us to sit with the data, revisit real client journeys, and ask ourselves whether we truly delivered when it mattered.
More often than not, the answer was yes. But it also showed us where we can do more - where earlier conversations might have shortened a wait, where clearer communication could have eased an already difficult time.
Transparency is not something we do for appearances. It is just how we think this should work.
Making a claim is rarely straightforward. It can feel daunting at a time when our clients already have more than enough to deal with - and that is something we never underestimate.
The report includes a step by step guide to the claims journey, walking through what happens from the moment a client contacts us. What we handle, what we will need, and where we will be chasing on their behalf. We want the process to feel less like administration and more like having someone genuinely by their side - because that is what we are there for.
In 2025 we supported over 100 claims and paid out more than £1.1 million to clients at some of the most significant moments of their lives. We are proud of that - genuinely. But what this report reminded us more than anything is that behind every figure is a person, and it is the person that drives everything we do.
Each claim taught us something. Each outcome, however it landed, shaped how we approached the next one. This report is our way of bringing our clients into that process - so that if a claim ever needs to be made, it feels a little less unknown.
This report has set a new standard for us - and one we are already working towards. Claims journeys can be quicker and less stressful, and we are putting the right conversations, training and processes in place to make that happen.
What drives that ambition is simple. Our advisers go above and beyond because we care about the people we work with. Our claims team approaches every case as if it were someone close to them making that call. Getting better is not something we talk about - it is something we owe our clients.
Beyond our own walls, we hope this report starts a wider conversation. The protection industry does remarkable things for people at their most vulnerable - but transparency around claims has long been overdue. By sharing our data, our lessons and our shortcomings openly, we hope to play a small part in raising the bar for how clients are looked after across the board.
Our clients deserve an adviser who stands beside them when a claim lands - not just when a policy is signed. We believe that standard should be the rule, not the exception. This report is our contribution to making it so.
A Message From Naomi Jeffs, Head of Claims
While we hope our clients never need to make a claim, my team and I are here if the time ever comes. We will listen, guide and advocate throughout the process - so that our clients can focus on what matters most. Their recovery.
No report can capture everything. The phone calls at difficult moments, the families navigating loss, the clients who nearly walked away from their cover before they ever needed it - those are the things that live outside the data.
They are also the things that keep us going. Every one of those moments is a reminder of why getting this right matters so much. When life gets difficult, we will be there. That has always been our promise - and this report is our commitment to keeping it.
Our first annual claims report is here - packed with real data, client stories and honest insight into the claims journey.
£1,133,478 paid out. 100 claims supported.
See exactly what happens when protection is put to the test.
Graham came to us for a second opinion on his protection. We uncovered a 17-year-old policy with unbeatable cover - one worth holding onto. Two years later, after a stroke, that legacy policy paid out £75,000 when he needed it most. The right advice. At the right time. For all the right reasons.
We’ve got you.
Whether it’s a bump in the road or a full-blown storm, you’re not on your own. Making a claim with Waddle is simple, human, and hassle-free - because the last thing you need right now is paperwork stress or policy puzzles.
We just show up, sort it, and stand by you - like we said we would.
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