Vulnerable customers

Support for vulnerable customers

5 mins

All of our content is approved by our in-house advisory board of experts

Here for your customers when they need it most

Heart in hands

What do we mean when we say vulnerable?
From disability to family or financial pressure, vulnerability can mean something different to all of us. There’s no rulebook, no checklist and certainly no judgement. We use it to describe someone who needs us to take extra care when providing our services or managing their claim, because of their circumstances or specific ability. Our people are trained to understand and respond to the individual needs of each and every customer to achieve the best possible outcome.

What makes a customer vulnerable?
While there are many reasons someone might feel vulnerable and need a little extra help, the FCA have identified 4 key drivers that make this more likely: 

  • Health – health conditions or illnesses that affect their ability to carry out day to day tasks 
  • Life events – major life events such as bereavement or relationship breakdown 
  • Resilience – low ability to withstand financial or emotional shocks 
  • Capability – low knowledge of financial matters or low confidence in managing money

What we’re doing to support vulnerable customers
Putting in a claim is stressful enough so our teams are trained to spot signs of vulnerability and they’ll go above and beyond to make it as easy for your customers as possible. 

We recognise there’s no “one fits all approach” - we keep our processes flexible so our teams can respond to any temporary or unexpected needs that might arise. We also signpost customers to external organisations to get the right support, where we don’t have the resources to help. 

Admitting vulnerability or seeking help can feel hard, so at LV= Broker, we're here for your customers when they need us most.

Other support

Green Heart Support 
Our Green Heart Support initiative allows us to go even further to support your customers. It’s about showing them we care… when they’re feeling vulnerable, going through extraordinary or unusual life events and need our support the most, but expect it the least. Our customer service teams are empowered to nominate customers for a personalised act of kindness to brighten up their day. 

Since it started in 2017, we’ve delivered over 4,000 of these Green Heart acts of kindness.

Family Action logoFamily Action
We’re there when families need us. Through our partnership with Family Action, we’re supporting FamilyLine - a free national helpline offering support and advice to families who are struggling. 

Lighthouse charity logoLighthouse Club
Stress, anxiety and depression account for a fifth of all work-related illness. Did you know every single working day in the UK, two construction workers take their own life? We’re proud to be business sponsors of Lighthouse Club, the only charity that provides emotional, physical and financial wellbeing support to the construction community and their families.

We’re committed to making our website accessible to all people, whatever their abilities or disabilities. Our customer service phone lines are available via Text Phone and Text Relay and we offer our documents in different formats