Supporting our customers with additional needs

With over a million customers under our care who are retired or approaching retirement, we understand that vulnerability can affect anyone at any time. Whether it be due to health issues, bereavement, financial hardship, or other life events, our commitment is to ensure that each customer is supported.

Our strategy is rooted in the FCA’s four drivers of vulnerability: health, life events, financial resilience, and capability - while also reflecting our own ethos of doing the right thing. As our Chief Customer Officer, David Poulton, explains in the video above, this philosophy guides our approach from frontline conversations to strategic decisions. 

We recognise that early identification is key to tailored support. Through open-ended questions and attentive listening, our service specialists are trained to spot signs of vulnerability and respond with empathy. Our “tell us once” policy ensures that customers only need to share their circumstances a single time and that information will be extended across all their products with L&G. This means that customers don’t need to repeat sensitive details during what may be a challenging period in their lives. 

Training is a vital part of our approach. New employees receive vulnerable customer training in their first week, and ongoing learning is supported through regularly updated computer-based training modules. Our customer care champions, led by our Customer Service Team Manager, play a pivotal role in mentoring colleagues and providing direct support to customers who need it most. Monthly meetings allow the team to share experiences, identify trends, and continuously improve processes. 

To empower our teams further, we’ve developed a comprehensive Customer Care Toolkit, an interactive resource offering guidance on tone, language, and practical support options, including signposting to charity partners and external organisations that can offer additional assistance. From large print and braille documents to audio recordings, we offer flexible communication channels and tailor our services to meet individual needs wherever possible.  

Feedback is actively sought through surveys and forms, and our world-class Net Promoter Score (NPS) reflects the impact of our efforts. We’re proud that our customers consistently report high satisfaction, and we remain committed to evolving our services in line with their needs. 

Whether it’s sending flowers to a bereaved member or offering a single point of contact for someone with anxiety, our teams go above and beyond to make a meaningful difference.