Open & Direct calls upon home providers to signpost non-standard risk declinatures


Home insurance providers have long demonstrated proficiency in customer segmentation and have invested significantly in digitalization to enhance the customer-centricity of their offering and user experience. Many are also proactively tackling challenges associated with the cost of living and the FCA's Consumer Duty, offering lower-cost products with reduced coverage.

However, Open & Direct asserts that a truly customer-centric approach goes beyond tailoring policy wordings and claims services; it also extends to providing valuable solutions for all customers, including a sizeable demographic with non-standard risks.

Open & Direct estimates that up to 20% of home insurance quote enquiries¹ by consumers are declined by providers due to non-standard risks.  For providers the risk profile of these consumers is outside of their underwriting footprint but providers could instead offer a swift and efficient signposting solution to cater to these unique needs, ensuring consumers can access appropriate insurance policies.

It is not a new concept and signposting has worked well since 2012 to help older people find car or travel cover².

Tim Baxter at Open & Direct commented:

"Providers are keen to help customers find the cover they need. In instances where home insurance cannot be extended due to non-standard risks, Open & Direct is here to provide a valuable solution to providers and enhance their business."

“Partnerships, agility and the ability to create bespoke insurance solutions is at the core of what the Open & Direct team offer. While 2024 is off to a promising start, with more partnerships set to go live, we believe more providers can further align with their customer principles for the 20% of consumers declined because of non-standard risks by signposting to Open & Direct.”

Open & Direct remains committed to enhancing responsiveness and supporting providers in elevating their consumer interactions. Last year, the company identified a market gap and introduced a partnership hand-off proposition tailored to support personal lines providers, including banks, building societies, and insurers. This solution is designed for partners unable to underwrite non-standard risks, ensuring they serve this customer base.

The flagship product, Coverall, by Open & Direct is specifically designed for customers facing challenges in securing property cover. Underwritten by Prestige Underwriting, experts in the UK non-standard market, and backed by A-rated capacity with Aviva, Coverall includes attractive embedded features such as specialist claims assistance cover and Flood Re.

Open & Direct ensures a seamless transfer of customer transactions across multiple channels, providing an end-to-end service for customers who can now access extended coverage options through the Coverall non-standard product.


1. Open & Direct estimates that up to 20% of home insurance enquiries across all direct to consumer providers are declined due to non-standard risks, based on a review of publicly available information and data.

2. BIBA reported in August 2023 that one million enquiries about car and travel insurance from older people had been made to BIBA’s Find Insurance Service since the launch of the Signposting Agreement with the ABI, its members and HM Treasury.