Kiwi Insurance commits to clarity with the WriteMark

Kiwi Insurance commits to clarity with the WriteMark

Kiwi Insurance has achieved the WriteMark Plain English Standard, the seal of document quality, for their new Life & Living Insurance policy.

Kiwi Insurance decided to seek the WriteMark to show that the policy is transparent and easy to understand, says Kevin Crowley, Head of Insurance. ‘Kiwi Insurance wants to ensure that our Life & Living product is well understood by customers. By getting the WriteMark tick, we know we’ve used plain English from top to bottom. That means our customers will be able to understand the policy on one reading,’ he says.

‘By choosing to create a policy that meets the WriteMark standard, Kiwi Insurance is demonstrating care for their customers,’ says Lynda Harris, chief executive of Write Limited.

Crowley says, ‘We try to ensure our communication is transparent. We want to make sure that customers understand what they have bought.’

Harris agrees. ‘It’s the customer’s right to understand any product or service they buy.’

To get the WriteMark, the policy was assessed for the many elements that work together to make a document clear. These include logical structure and content, easy-to-follow language, and presentation that makes the messages easy to take in.

‘When the product is life insurance, the policy’s beneficiaries will probably be under stress at claim time’, says Harris. ‘We know that when people are under stress, their ability to understand reduces. When organisations commit to clarity in their communications, they can reduce that stress. Committing to clarity means you deliver your messages with courtesy, in a way that connects with the reader.’

Clarity benefits the bottom line of any business, says Harris. ‘We’ve seen how businesses that communicate with transparency reap the rewards of trust and loyalty.’
How Kiwi Insurance created a plain English policy document

Kiwi Insurance built in customer focus right from the very start as they developed their new product. They moved to a re-insurer that was willing to support a move to much plainer language. They removed complex language and jargon, explaining the few medical terms that remained. They then worked collaboratively with plain language consultants Write Limited to create a policy that meets the WriteMark’s exacting standards.

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