The Strategic Challenge
Group risk products are essential — but largely invisible until crisis.
Death and incapacity cover deliver value at point of claim. Yet employees increasingly face complex challenges long before that: ageing parents, care decisions, housing transitions, and navigating state support.
For insurers, this creates a structural issue:
- Limited engagement between renewals
- Growing commoditisation in broker-led tenders
- Rising employer expectations for preventative support
The challenge wasn’t claims performance.
It was increasing perceived value before claims.
The Strategic Move
Zurich Insurance partnered with Podplan to embed proactive later-life support into its Group Life and Group Income Protection propositions.
The integration was designed to:
- Extend support beyond claim events
- Strengthen employer-facing value conversations
- Deliver scalable preventative guidance
- Avoid adding operational or claims complexity
Crucially, this was achieved without altering underwriting, pricing, or claims infrastructure.
Podplan became a proposition-level enhancement — not an operational burden.
Scaled Engagement Without Operational Expansion
Within two years:
- Rolled out across 100+ employer schemes
- Reached thousands of covered employees and families
- Delivered introductory webinars attended by 1,000+ employees nationwide
- Attendance consistently exceeded expectations across sectors
- Maintained existing underwriting and claims processes
Frontline feedback from Zurich Customer Relationship Managers consistently reported that employer clients “love it”— reinforcing its value in relationship and renewal conversations.
This demonstrated that preventative support can scale across a diverse employer base without increasing internal complexity.
Executive Endorsement
Nick Homer, Head of Market Management, Corporate Risk, commented:
Zurich is delighted to be in partnership with Podplan and to be able to offer their innovative solution, and much-needed eldercare support, to our customers.
Their ethos and customer-centric approach is reflected in their educational model, which has been very well received by both employers and employees — and has clearly helped families navigate this complex topic and prevent crises.
This endorsement signalled that Podplan was positioned as a strategic enhancement to Zurich’s group risk offering — not simply an optional add-on.
What This Meant for Employees
Across Zurich-supported employers, employees reported tangible impact:
Thank you for the fabulous platform — it was tremendously helpful to my family.
As my mother’s primary carer, Podplan has become an invaluable resource I now recommend through my workplace’s parent and carer network.
Podplan helped solve an urgent need for a temporary stairlift. It’s been a trusted resource ever since.
Support occurred before crisis escalation — reducing confusion, stress, and reactive decision-making.
Commercial Implications for Group Risk Providers
Zurich’s approach demonstrates that:
- Proactive support can enhance employer value perception between claims
- Engagement can occur at scale without increasing claims complexity
- Distribution teams benefit from tangible, relationship-strengthening support tools
- Group risk can evolve from reactive protection to preventative family support
This represents a structural shift:
From policy-led engagement -> To relationship-led engagement.
Market Recognition
Zurich’s group risk proposition has since been recognised with multiple awards, including:
- Best Group Risk Provider — 2023 & 2024 (awarded by Corporate Adviser)
Podplan was also a finalist for Best Third-Party Provider at the Cover Excellence Awards 2025, reflecting its contribution to improving later-life support across the market.
The Strategic Insight
Preventative value strengthens renewal conversations.
Stronger renewal conversations protect long-term relationships.
Stronger relationships reduce pressure when claims arise.
Podplan helped Zurich extend the relevance window of group risk — delivering scalable, preventative support without operational burden.