The Insurance United Against Dementia (IUAD) campaign, an industry-led initiative, has reached its initial £10 million fundraising target, originally set at its launch in 2017.
The campaign was established by insurance professionals affected by dementia, with the aim of raising funds and awareness for Alzheimer’s Society, the UK’s leading dementia charity.
A portion of the funds raised has been allocated to research at the UK Dementia Research Institute, with Alzheimer’s Society serving as a founding funder.
Additionally, the financial contributions from the insurance sector have allowed the charity to expand its Dementia Support Line, which handles approximately 70,000 calls annually and serves as a primary resource for individuals following a dementia diagnosis.
IUAD says that the fundraising milestone was achieved through the combined efforts of businesses, individual donors, and industry events. The campaign has also been supported by a volunteer board of senior insurance leaders advocating for increased industry participation.
Richard Dudley (pictured above), group chief broking officer at BMS Group and chair of the IUAD board, said that the initiative demonstrates the insurance sector’s ability to collaborate effectively.
“To know that the funds raised have helped people affected by dementia when advice can provide a crucial lifeline, and to know that our industry has played a role in research breakthroughs for a future without dementia is truly humbling. Dementia has not gone away and we will continue our campaign to raise both funds and awareness across the industry,” Dudley said.
Dudley also affirmed the campaign’s continued commitment to raising funds and awareness within the sector.
The IUAD campaign was founded by industry professionals Chris Wallace, Paul Jack, and Benedict Burke, each of whom has been personally affected by dementia.
Wallace, executive director of UK Insurance at QBE and an IUAD founding member, reflected on the ambition behind the campaign’s inception.
“I’m also delighted that we have helped more colleagues become aware of dementia as a challenge to society, and increased understanding of the support available from Alzheimer’s Society. Having personally lost a loved one to this cruel disease, like others from the board and industry, this has been an important part of the campaign,” Wallace said.
Since its launch, IUAD has introduced several initiatives to further its mission. It has organised three overseas “Insure Trek” challenges and established “Insurance Day for Dementia” as a recurring fundraising event. The most recent edition of the event, in November 2024, raised over £240,000.
More than 18,000 Dementia Friends have been created through IUAD’s initiatives, helping to raise awareness and provide information about available support. Dementia impacts nearly half of the 350,000 individuals working in the insurance industry, either directly or through family members, making the information programme a key aspect of the campaign.
Support from across the insurance sector has been instrumental in reaching the £10 million target, with contributions from over 130 firms and organisations. Companies such as Howden, Zurich, QBE, Lockton, PIB Group, Arch Insurance, WTW, and the industry’s COVID-19 Support Fund have played significant roles in the campaign’s success.
Kate Lee, chief executive of Alzheimer’s Society, acknowledged the insurance industry’s exceptional level of support.
“The campaign has made a huge impact – securing funding to create new services during the COVID-19 pandemic, enabling investment in world-leading research centres, and galvanising an incredible amount of fundraising and awareness for dementia,” Lee said.
Lee stressed the importance of continued collaboration in addressing the challenges posed by dementia and advancing efforts to find solutions.
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