Signposting: is it working?

It has now been over two years since the UK introduced the Equality Act, which banned unjustifiable age discrimination in the provision of goods, services and facilities – including travel insurance. Under this legislation, if a travel insurance provider is unable to provide cover to a prospective customer on their standard product due to that person’s age, the company is obliged to ‘signpost’ or ‘send’ that customer to another provider who might better be able to cater to their needs, or direct them to a signposting service such as that offered by the British Insurance Brokers’ Association. In theory, signposting is a workable concept, but how effective it really is for consumers is still up for debate. Graham Linney, managing director of Goodtogoinsurance, and Julie Smith, business development manager at Avanti Insurance Limited, have analysed the current state of the market, and both feel that there is more the industry could be doing to help older travellers find the right insurance for their trip. Linney said: “There are a number of Association of Travel Insurance Intermediary members who can provide a range of fast, effective, risk-free signposting solutions for insurance providers. This helps the insurer to meet their obligations under the Equality Act 2010. At the same time, it is beneficial to introduce brokers to earn commission on sales that they may otherwise have to turn away.”