Insurance United Against Dementia (IUAD) is moving into its next stage of development following the appointment of Chris Lay (pictured), CEO of Marsh McLennan UK, as its new campaign chair.
The transition comes after the campaign reached its initial £10 million fundraising target, which supported a range of dementia-focused projects in partnership with Alzheimer’s Society.
Lay takes over leadership as the campaign seeks to maintain industry engagement while expanding efforts to support ongoing dementia research.
His appointment follows recent developments in the sector, including the approval by the UK’s Medicines and Healthcare products Regulatory Agency (MHRA) in late 2024 of two new drugs that slow the progression of Alzheimer’s disease.
"We’re at a truly pivotal moment, not just for IUAD, but for the wider dementia landscape,” said Lay. “In the past year, we’ve seen groundbreaking developments, including the approval of two drugs that can successfully slow the progression of Alzheimer’s disease. These breakthroughs bring real hope.”
The IUAD initiative has collaborated with over 140 insurance-related organisations since its launch in 2017. It has supported 158 researchers, contributed to the development of new methods for diagnosis and care, and backed Alzheimer’s Society programmes such as the Companion Calls service. That service has delivered more than 140,000 phone calls to over 5,000 people affected by dementia.
“Now is the time for our industry to double down, building on this momentum and continuing to drive meaningful change for the nearly one million people living with dementia in the UK,” Lay added.
Meanwhile, outgoing IUAD chair Richard Dudley said working with the board and wider industry brought a sense of purpose and acknowledged the collaborative effort behind the campaign’s early milestones. Dudley now serves as group chief broking officer at BMS Group.
“IUAD is a wonderful example of how the insurance industry can come together to drive real change for people living with dementia - both now and in the future,” said Dudley.
IUAD founding member and QBE executive director for UK insurance, Chris Wallace, welcomed Lay’s appointment and paid tribute to Dudley’s role in reaching the £10 million target. He said the campaign would continue its work until dementia becomes a condition that can be managed rather than feared.
“Dementia remains the UK’s biggest killer, and until it becomes a condition people can live well with, not die from, we’ll continue to unite across the industry to raise vital funds and awareness,” said Wallace. “Watching the campaign grow from a seedling of an idea back in 2017, to where it is today is truly phenomenal and I am incredibly proud to have been a part of it.”
IUAD’s next phase will focus on maintaining current partnerships and building new ones within the sector. According to the campaign board, ongoing support remains necessary to continue funding research and expanding care options for the nearly one million people in the UK currently living with dementia.
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