The UK insurance industry will take part in the annual Insurance Day for Dementia (IDFD) on November 27, 2025, with firms and employees set to raise funds and awareness for Alzheimer’s Society.
The initiative, part of the Insurance United Against Dementia (IUAD) campaign, encourages companies to run fundraising events in the workplace, stage activities such as charity takeovers in London Underground stations, or pledge corporate donations. A “Lunch and Learn” webinar will also return this year, offering updates on dementia research and personal accounts from those affected.
Several firms, including Arch Insurance, PIB Group, Legal & General, Benefact Group and Lancashire Group, have already signed up to take part. Organisers point out that nearly half of the 300,000 people employed in insurance are likely to be affected by dementia either directly or through caring responsibilities.
Since its launch in 2017, IUAD has raised more than £11 million for Alzheimer’s Society, with IDFD a major contributor. The 2024 event generated a record £245,000. Alzheimer’s Society said continuing support from the sector was helping accelerate progress in research, with recent scientific advances raising the prospect of new treatment breakthroughs.
Dementia poses significant challenges for insurers. The condition is the UK’s leading cause of death, with nearly one million people currently living with it. The Alzheimer’s Society estimates that the annual cost of dementia to the UK economy is more than £34 billion, with the majority of this borne by individuals and families through unpaid care. For insurers, this has direct implications for life, health and protection markets, with long-term care needs and critical illness linked to rising claims costs.
In response, some insurers have begun developing new products and services designed to address the financial risks associated with dementia. These include policies that incorporate dementia-specific cover within critical illness offerings, extended long-term care protection, and workplace support programmes for employees who balance their careers with caring responsibilities. Industry initiatives such as IDFD aim to raise awareness not only of the human impact of dementia but also of the need for insurance solutions that reflect the realities of ageing populations.
Chris Lay, chair of the IUAD board and chief executive of Marsh McLennan, said the initiative showed what the sector could achieve when working collectively. He noted that dementia affects almost one million people in the UK, and argued that the campaign’s mission had become more urgent. Lay said last year’s record-breaking event was an example of what was possible, and added that organisers are aiming for wider participation in 2025.
