Empathy Expands to UK to Transform Bereavement Support in Life Insurance

Empathy, a technology company specialising in bereavement support, is launching in the UK life insurance market today. The move aims to help over 45 million policyholders navigate loss with greater care and efficiency. New research from the firm reveals how crucial compassionate support has become for customers choosing insurers. Empathy’s expansion follows its success in North America, where it provides human-led, tech-enabled services to life insurers. The company’s approach helps providers deliver scalable, empathetic care to policyholders and beneficiaries during difficult times.

Recent findings in Empathy’s report, *The Cost of Loss: The UK’s Bereavement Burden*, show that 57% of UK customers now select an insurer based on the quality of its bereavement support. This trend is even stronger among younger generations, with 72% of Millennials and 77% of Gen Z rating it as a key factor in their decision. The research also highlights gaps in current support. A third of beneficiaries felt under-supported during claims, rising to 46% among Gen Z respondents. Positive experiences, however, have a lasting impact—beneficiaries who received good support were 2.4 times more likely to repurchase policies and twice as likely to buy additional products from the same provider. Clare Dodd, Empathy’s UK General Manager, noted that the UK insurance market has a chance to offer more human-centred support to families facing emotional and logistical challenges. Ron Gura, Co-Founder and CEO of Empathy, expressed enthusiasm about bringing the company’s mission to the UK, where demand for better bereavement services is growing.

Empathy’s entry into the UK market comes as insurers face increasing pressure to improve bereavement support. The company’s services aim to address unmet needs, particularly among younger policyholders. With millions of customers prioritising compassionate care, the shift could reshape how insurers engage with beneficiaries during loss.