Claims as a connector, not just a cost

No longer a back-office afterthought, claims is now where trust is won, reputations are made, and insurers prove their worth – blending tech, talent, and strategy to stay ahead of the curve

AT IT'S core, insurance is a business built on trust measured not by the promise itself but by the ability to deliver when it matters most. No longer a transactional process, how a claims process is fulfilled is now seen as a mission-critical, strategic differentiator for carriers, brokers and clients alike. As Scott Kellers, head of UK & MENA claims at Liberty Specialty Markets, puts it, “Claims is the moment of truth. It’s where we earn trust, build relationships and ultimately shape the reputation of our business.” Wayne Brand, head of TPA, UK & Ireland at Crawford & Company, agrees. “It’s not just about settling losses anymore,” he says. “The claims process has become the heartbeat of the customer experience. It’s where insurers show their true value.”

Clients are becoming more informed, involved and vocal in their insurance relationships. “They want quick answers, transparency and clear communication,” says Kellers. “But more than that, they want to know their insurer understands their business and is acting as a partner throughout the process – not just when things go wrong.” Claims service levels are a critical element for risk managers when choosing an insurer, increasingly taking precedence over cost alone. “Claims are no longer just the point at which an insurers’ product is tested; they are integral to the overall client experience from the very beginning,” Kellers says. “We have found that risk managers want their claims team to be actively engaged in the tender, quotation and renewal process.”

Liberty Specialty Markets (LSM) is the commercial, specialty and reinsurance arm of Liberty Mutual Insurance Group (LMG). With headquarters in London, the company operates in more than 60 countries worldwide, offering a range of underwriting and claims handling services. Liberty Specialty Markets was established in September 2013, bringing together Liberty’s company, syndicate and reinsurance operations into one combined operation, composed of three business units: commercial, specialty and reinsurance. This integrated approach means brokers and clients can benefit from our global reach and operating efficiencies. Liberty Specialty Markets also benefits from the full financial strength of the Liberty Mutual Insurance Group, a Boston-based US Fortune 100 company.

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“Our teams are expected to help clients navigate risks proactively – whether that’s through sharing lessons learned from other losses, using predictive analytics or offering advice before a claim even arises”

Wayne Brand, Crawford

Clients and Insurance agent in a meeting

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“Claims are no longer just the point at which an insurers’ product is tested; they are integral to the overall client experience from the very beginning”

Scott Kellers, Liberty Specialty Markets

Industry experts

Darren McLeod

Beyond Bank

Fernando Lemos

Bank Australia

Industry experts

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Bank Australia

Fernando Lemos

Beyond Bank

Darren McLeod

Beyond Bank

Fernando Lemos

Bank Australia

Industry experts

Bank Australia

Fernando Lemos

Beyond Bank

Darren McLeod

Changing expectations and execution

Wayne Brand

Crawford

Scott Kellers

Liberty Specialty Markets

Scott Kellers is the head of UK & MENA claims and deputy head of claims for Liberty Specialty Markets. He oversees the high-standard broker and customer claims service, and is also in charge of the global claims operations, looking at governance, process, procedures and the use of technology internationally. Kellers is a member of the Liberty Specialty Markets UK & MENA executive committee, where he is on the team that sets and executes the company-wide strategy. He is active in the London market, and is the current chair of the IUA claims strategy committee

Liberty Specialty Markets

Scott Kellers

Since joining Crawford in 2005, Wayne Brand has gained experience in motor, casualty, travel and disease, having worked within the operation for 10+ years prior to joining the leadership team in 2018. Throughout his time with Crawford and Company, he has been involved in several operational and customer excellence projects, as well as transformational change initiatives.

Crawford

Wayne Brand

Published April 22, 2025

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This early engagement, Kellers highlights, has made the onboarding phase a critical focus – an opportunity to set clear expectations, define working preferences and establish a foundation for effective collaboration. It also allows insurers and brokers to bring additional value to the table, shaping the experience around the specific needs and risk profile of each client. These rising expectations are pushing insurers to rethink how claims teams are structured and engaged internally too. For Liberty, that means ensuring claims is integrated across the value chain. Ongoing dialogue between underwriters, claims teams, brokers and buyers can help prevent surprises down the line. This communication also plays a key role in policy wording and cover design, ensuring that all parties use the tools and experience at their disposal to protect the client’s portfolio. “We work closely with

underwriting, risk engineers and client-facing teams,” says Kellers. “This allows us to respond faster, draw from collective insight and support clients in a more holistic way.”

That same emphasis on collaboration is reflected at Crawford. “It’s not enough to be reactive anymore,” says Brand. “Our teams are expected to help clients navigate risks proactively – whether that’s through sharing lessons learned from other losses, using predictive analytics or offering advice before a claim even arises.”

Solving the claims challenges of today + tomorrow through innovation and expertise. For more than 80 years, Crawford has led the industry through a relentless investment in people and the innovative tools that empower them. This unique combination enables us to provide unrivalled claims management solutions to insurance carriers, insurance brokers and corporations worldwide. • Loss adjusting • Third-party administration • Managed repair • On-demand services • Catastrophe response At Crawford, we’re not just embracing change – we’re leading it. We’re thinking beyond the traditional and bringing together digital solutions to meet our customers’ needs today while anticipating the needs of tomorrow.

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Another driver reshaping the claims landscape is rapid technological advancement, which is a vital enabler of the shift but not the whole answer. The balance between human connection and technological efficiency is delicate – and crucial. Brand is clear on this point. “Tech augments our expertise, but it doesn’t replace it,” he says. “What it does is give us back time to have better conversations and be more present for the customer.” To that end, Crawford’s investments, such as Turvi and its CoverAI capabilities, streamline the claims process – helping to interpret policies, manage inspections remotely and enhance decision-making. But the team knows “it’s about blending human insight with digital capability,” Brand explains. “You need both.”

Technology: a tool, not a substitute

Clients are becoming more informed about their products and approaching insurers with sophisticated questions that need quick answers. At Liberty, technology has an important role to play when addressing these complexities. “We need to be laser-focused on providing prompt responses through clear and consistent engagement,” Kellers says. “Tech helps to bring different processing abilities to the table in this fast-paced environment.” However, there will always be the need for claims handlers’ input. “You can automate processes, but you can’t automate empathy and human judgment,” Kellers adds. Insurers can also leverage technology to reinforce customer relationships. As Kellers points out, claims teams have access to a trove of valuable data, insights and expertise – ranging from trend

analysis to detailed loss scenarios – that can be tailored to fit a client’s unique business needs. By looking at historical patterns, these teams can spot emerging trends and potential risks. Overall, this ability enhances risk-management strategies and supports better decision-making, bringing claims teams in at the outset to play a more active role in the risk-placement process.

As claims becomes more central to the insurance proposition, talent and leadership continuity have never been more important. Unfortunately, the insurance industry is facing a talent crunch, compounded by what Brand calls the “silver tsunami”– a wave of experienced claims professionals, particularly in the major loss space, heading into retirement. “Retaining top talent and ensuring continuity of leadership is crucial,” Brand says. “Clients demand consistency of service, and you can’t deliver that if you don’t have the right people in place.” The looming talent gap is why Liberty has been “very intentional about creating clear, rewarding career pathways in claims,” Kellers explains. “This isn’t just a place to start – it’s a place to build and develop a career.”

Culture, people and purpose: the new priorities

Brand’s own story reflects that opportunity. Having started as a claims administrator, he now leads Crawford’s UK and Ireland TPA division. “Mentoring, sponsorship, apprenticeships – we’re investing in all of it,” he says. “We’re focused on bringing in fresh talent and giving them the tools and support they need to thrive.” At Crawford, initiatives like the Crawford Academy are preparing the next generation of claims professionals, while apprenticeship schemes bring in new talent across different parts of the business. Last year, Crawford’s Academy achieved CPD accreditation from the Chartered Institute of Insurance, a testament to its commitment to professional development and excellence. Succession planning is embedded in the claims leadership team’s objectives at Liberty, ensuring consistency and continuity at every level. “We’ve seen

people rise through the ranks and take on leadership roles because we’ve made it a priority to nurture and develop talent,” Kellers says.

In the end, it’s the people behind the claims process who uphold an insurer’s reputation. As the complexity of claims increases – driven by factors like climate change, cyber threats and global supply chain disruptions – claims handling must evolve, and the industry’s emphasis on purposeful innovation is critical. Claims is increasingly becoming integral to the insurance-buying decision. The experience clients have at claim time also plays a defining role in their long-term perception of value. “Clients remember how you made them feel during a loss,” says Brand. “Were you there? Were you clear? Did you fight for a fair outcome? That’s what they’ll take away.” Kellers adds, “The insurance industry exists to support valid claims in the event of a loss, the claims function being the final link in the chain of the policy life cycle. For us, this is an opportunity to demonstrate that we are dependable, knowledgeable and aligned with the client from day one, to support better outcomes and a positive long-term relationship.”

Where relationships are reinforced, not just claims resolved

Liberty is championing a more collaborative, partnership-driven approach to claims management

A May 2024 Pulse Survey with AIRMIC revealed that over 50% of risk managers prioritize claims service levels over cost when selecting insurers

98% of respondents found insurer claims team involvement during renewal or quoting processes beneficial

Continuous dialogue among underwriters, claims teams, brokers and buyers is essential to prevent surprises and ensure clarity

Strategic shift in claims: 2025 outlook

Claims are now strategic, driven by evolving customer expectations, regulatory pressure and rising costs

Clients demand more data-driven insights and proactive risk management support from claims teams

Innovation, especially AI and integrated tech platforms, is transforming claims processes for speed and accuracy

Crawford supports talent through the Crawford Academy, mentorship programs and accredited training to build future claims leaders

Strategic shift in claims: 2025 outlook (continued)

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