The article was created in partnership with Europcar.
In 2024, UK motor insurers paid out a record £11.7 billion in claims, marking a 17% increase from the previous year – with the average claim rising to £4,900 and Q4 2024 seeing an all-time high average of £5,300. And while the sector is big business, customers aren’t necessarily feeling supported.
Data collected by Confused.com, via Which?’s Consumer Insight Tracker, showed that only 21% of consumers said they trust insurance companies to act in their best interest with 44% adding that they simply don’t trust their insurer. The disparity between what insurers can offer and what the customer expects is creating a gap – one that’s widening by the day. Insurance providers need to take a closer look at the supply chain to ensure that all parts are working in the best way to serve the customer.
Replacement vehicle delays have long been a pain point in the claims process. Europcar is determined to bridge the gap between the insurer and customer expectations – by focusing on what actually works for people when they’re at their most vulnerable after a collision or when they need a replacement vehicle. Leigh Broomhead (pictured), strategic account director for the insurance sector at Europcar, told IB that the starting point in this customer-centric journey was flipping the traditional claims model on its head.
“We tried to work from the customer outwards as opposed to setting up a process that works best for us but maybe not for the customer,” he explained. “Obviously, they've potentially been involved in an accident and are in a vulnerable position - they need support and mobility quickly to get back on the road and get back to day-to-day life. We implement processes for a best-in-class customer service approach and underpin that with the use of technology and data exchanges with our accounts and customer base to make the claims process as seamless as possible.”
The technology does the heavy lifting ensuring the customer journey is smooth and automated - something that’s very much appreciated by customers across the board.
“We do everything in the background using data and technology [which means] the customer gets a smooth service where we're keeping them updated throughout the claims life cycle electronically,” explained Broomhead.
Everything from SMS updates, integrated delivery and collection systems, and a centralised insurance support hub work in concert to manage the entire hire process with precision and transparency.
“It doesn't just stop once the vehicle's delivered,” added Broomhead. “We'll be on hand to support the entirety of the customer’s hire.”
And one of the most impactful innovations here has been Europcar’s investment in digital integration with insurer systems.
“It’s been massive,” Broomhead added. “We’ve implemented two-way API integrations with our insurance customers’ claim platforms. What that means is they no longer need to double key a reservation. From a click of a button on their claims platform as they're authenticating the claim itself, it's also sending a reservation request to Europcar straight onto our reservation platform.”
That integration allows Europcar’s insurance team to act quickly; and the results are significant.
“Conversion of customers into service increased by five percent in the last 12 months alone, whilst at the same time we've seen a 50% reduction in claim cancellations or turned down opportunities. That’s resulted in more bums on seats, and the customer is getting a smoother service without the need for multiple touch points.”
A key part of streamlining the journey is Europcar’s own assistance platform, Broomhead told IB.
“We created a web tool called Europcar Assistance. It's a one-stop digital shop,” he explains. Once a customer’s hire is authenticated and a delivery date is confirmed, they receive a link, no login required, that gives them full access to support services.
“If they're involved in an incident or they have an issue with the vehicle itself upon delivery, then through the link that they'll be sent via SMS, they'll be able to access the application.”
Everything is there: what to do in case of a breakdown, how to request a replacement tyre, or even how to manage a vehicle changeover. Recognising the growing complexity of modern and electric vehicles, the app includes simple, visual guides.
“We’ve created a guide for every one of our vehicles that go on fleet,” Broomhead told IB. “If the customers aren't sure what some of the controls are, it's an easy access button to have a look, have a read through, and get in contact with our insurance team if they need to.”
That digital accessibility aligns with Europcar’s broader push toward a greener, more sustainable fleet according to Broomhead.
“Significant investment has been made to electrify the Europcar station network,” Broomhead added. “BEVs are rentable from all stations and over 85% of our UK Delivery & Collection branches have EV charging facilities.”
“From a consumer duty point of view, it's really important to have access to a range of EVs - especially in an insurance world where like-for-like vehicle replacement is an integral part of the policy.”
But perhaps the most visible and impressive example of Europcar’s transformation is its UK-wide delivery service which can deliver a vehicle to a customer from just four hours, supported by live digital documentation.
“Everybody’s used to apps and technology that provides an instant service these days,” Broomhead explained. “So when we were thinking about what kind of updates the customer wants to see on the journey for a hire vehicle, we wanted to approach it almost like a pizza delivery – where you know when it's in the oven and exactly when it is on its way to you.
“With Europcar, on the day of hire the customer will receive a text message to let them know that their reservation is due for that day. They will then receive further communications at the point in time the vehicle starts to be prepared for a delivery and every step of the journey from there.”
And, once delivered, the customer receives digital documentation, access to the assistance app, and full records—all in a single message.
“They don't need login information for any of these services, and it means that if they do have an issue, they're able to contact us. This on hand assistance is what makes the Europcar service stand out. Our innovative tech, seamless integration, and a growing EV fleet are reshaping the replacement vehicle experience for both insurers and their customers.”
It's a win for the whole sector.
