Real stories

How insurance firms have come together to fight dementia

When people come together to fight dementia, they can achieve incredible things.

Insurance United Against Dementia (IUAD) – a partnership of insurance professionals and firms – is a good example of this.

The initial idea came from a group of people working in insurance whose lives had all been touched by dementia. 

Powered by their collective experiences and shared frustration about underfunding in dementia research, they first contacted the Society about supporting our work in 2017.

How Insurance United Against Dementia began

‘When I approached Alzheimer’s Society it was due to a long-standing memory of losing my nan – a beautiful woman who was destroyed by dementia,’ says Chris Wallace from insurer QBE, founding Chair of IUAD.

‘I wanted to give something back. We saw the potential to bring an industry together which could tackle this huge issue on a large scale.’

Jade Secker, Fundraising Development Manager at Alzheimer's Society, says there was a "sense of energy" about the campaign from the off. 

‘The campaign set bold ambitions to raise an initial £10 million, while also generating more understanding about dementia and signposting vital services throughout the industry,' she says.

Fundraising for dementia 

Over eight busy years since its launch, IUAD has worked towards these goals in a range of ways.

Every November, firms come together for Insurance Day for Dementia. This is a focus for them to pledge their support by raising funds, volunteering and other activities.

Throughout the year, fundraising happens in lots of other creative ways too, explains Jade.

‘Companies organise fundraising initiatives and challenge-based activities, as well as official charity of the year partnerships.

‘We also receive support from trusts and foundations, which donate to dedicated projects, and from IUAD Partners, who are individuals who want to make personal contributions.’

Another key priority for IUAD is to tackle stigma and misconceptions about dementia through Dementia Friends.

Helping support dementia research

Just one year after launch, IUAD was already addressing the lack of investment in dementia research. In 2018, it helped support the first projects and researchers at the UK Dementia Research Institute.

To date, it’s helped support over 150 researchers and 120 research grants.

As well as funding vital studies, this is helping to build a real sense of optimism in dementia research.

Richard Oakley, our Associate Director of Research and Innovation, says, ‘For too long, dementia has been seen as an unstoppable force, something we just have to accept. But that’s changing.

Right now, thanks to pioneering research across the sector, we are closer than ever to rewriting the future.

‘Thanks to the incredible support of campaigns like IUAD, the tide really is turning.’

Impact on dementia support services

IUAD has also helped Alzheimer’s Society to support people affected by dementia.

During the pandemic, as our telephone and online services struggled to meet growing demand, an emergency fundraising appeal by IUAD led to 16 new advisers joining our Dementia Support Line.

Funding also helped launch our Companion Calls telephone service in 2020. Regular calls from volunteers offer critical comfort and friendship to people with dementia and carers.

Britt Greenfield leads one of the teams that support Companion Call volunteers. She says the thousands of calls made have had a massive impact.

‘It’s a simple but effective way to bring conversation and friendship into the lives of people who really need it, whose lives are quite heavy and need some uplifting.’

Dementia Friends has created more awareness

Over 18,000 people in the insurance industry have now taken part in Dementia Friends sessions. This means they have a better understanding of dementia.

IUAD Ambassador Sharon Brett-Richards, from insurance firm WTW-Willis, says the day-to-day impact of this can be subtle but significant.

It’s helped shift how colleagues view the condition and those affected – many are now more empathetic and supportive.

With greater openness and awareness, many firms have improved their policies for employees, including setting up carers’ networks.

It’s also benefiting their customers.

Kris Bahari, from loss adjuster Sedgwick, says Dementia Friends has influenced ways of working at the firm.

She recalls customers living with dementia whose home needed big internal repairs. To avoid the stress of moving out, the team found a way for them to stay during the work.

‘Through Dementia Friends, we were able to consider the solution differently,’ says Kris.

‘For other customers, we’ve created wall charts with photos of every contractor working on the property and “mood boards” so they can visualise who is visiting and what’s happening next in their homes.’

Dave Carey and his mum

How IUAD plans to continue fighting dementia

IUAD was recognised at the 2024 and 2025 British Insurance Awards, the ‘Oscars’ of the insurance industry.

But it continues to be fuelled by raw personal experiences of dementia. 

Dave Carey, from Ecclesiastical, is a member of the IUAD Board and has been involved with the campaign for eight years.

He reached out to Alzheimer’s Society when his mum was diagnosed with dementia.

‘I got involved with IUAD after benefiting from the wonderful people at Alzheimer’s Society.

‘The Society’s calm, knowledgeable and incredibly empathetic advisers helped to clear the fog.

They gave us some comfort and enable us to regain some degree of control. It really was a lifeline at the time.

‘It’s been a privilege to support the charity that connects the industry I’ve worked in all my life, to raise awareness, provide support to the many who are affected and ultimately find a cure.’

Earlier this year, IUAD reached its amazing initial £10 million fundraising target. Jade says there’s plenty of ambition to achieve even more.

‘Now is a pivotal time for dementia and, with collective action, the industry can play a crucial part in changing its course.

‘The world of insurance is rising to the challenge and is focused on reaching an overall £20 million target to fund vital services, research projects, and innovations – improving lives today and inspiring hope for the future.’