Travel insurers introduce in-app emergency calling as roaming habits evolve
New digital assistance features aim to help travellers contact insurers more easily as reliance on Wi-Fi and eSIMs reshapes overseas connectivity
Four UK travel insurance brands have introduced in-app emergency calling and complimentary eSIMs as part of a broader effort to improve communication between travellers and assistance providers when mobile phone coverage or roaming services are unavailable.
CoverForYou, Cedar Tree, Outbacker, and Insure & Escape – which are part of the Cover For You Insurance Group – said the new features had been introduced in response to changing customer behaviour as more travellers rely on Wi-Fi and eSIM connectivity rather than traditional mobile roaming while abroad.
Alan Dean, Managing Director of Cover For You Insurance Group, said the company had seen increasing numbers of customers relying solely on Wi-Fi while travelling, creating challenges when they needed urgent assistance.
“We considered how we could best enable customers in this situation – relying on hotel Wi-Fi or eSIMs – to be able to contact us, the claims team or the emergency assistance line while travelling via a phone call,” he said. “After reviewing options with our technical partners and underwriters, we concluded that embedding voice calling directly within the app offered the most consistent solution.”
According to Cover For You Insurance Group, the in-app calling function uses voice over internet protocol (VoIP) technology, allowing policyholders to contact emergency assistance, claims teams, and customer support using any available internet connection without requiring a conventional mobile signal.
The insurers have also introduced a complimentary eSIM for policyholders, providing additional mobile data that can be used as a backup communication option while travelling internationally.
The launch reflects the changing ways travellers remain connected overseas following the reintroduction of roaming charges by many UK mobile network operators after Brexit. Greater reliance on hotel Wi-Fi, public internet connections, and eSIM technology has altered how assistance providers communicate with customers during medical emergencies and other travel disruptions.
Maintaining reliable communication during an emergency remains a critical component of travel assistance.
Insurers and assistance companies depend on timely contact with policyholders to coordinate medical care, authorise treatment, arrange evacuations, and provide practical support during incidents ranging from illness and injury to natural disasters and transport disruption.
The development also highlights the growing role of digital services within travel insurance, as providers increasingly complement traditional insurance cover with technology designed to improve the customer experience before and during a claim.
Cover For You Insurance Group said the new services were available to existing and new customers purchasing annual multi-trip and single-trip policies across its four brands. The products are underwritten by Inter Partner Assistance, part of the AXA Group.
Earlier this year, True Traveller also introduced a Wi-Fi and 4G calling feature to help customers contact emergency assistance while overseas.