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ReAssure is a member of the Swiss Re group, one of the leading global reinsurance providers. ReAssure has had a presence in Norwich for almost 10 years where the workforce of around 400 staff, provide 1st class administration on a portfolio of life and pensions products for its corporate client Aviva. At ReAssure we pride ourselves on caring for our customers and for the community in which we work and live.

8 July 2020
East of England
Local Alliances:
Norwich City Dementia Action Alliance

1. Action Plan

1. The National Dementia Declaration lists seven outcomes that the DAA are seeking to achieve for people with dementia and their carers. How would you describe your organisation’s role in delivering better outcomes for people with dementia and their carers?

ReAssure's administration of life and pension policies naturally lends itself to high degrees of contact with an ageing and diverse customer population.

ReAssure is committed to providing clearer communications to its customers who are living with Dementia. It will achieve this by training its workforce to become Dementia Friends, reviewing policy holder literature and communications to reflect the needs of those potentially affected by dementia.

2. What are the challenges to delivering these outcomes from the perspective of your organisation?

To ensure all the workforce are upskilled in recognising the various ways Dementia can present itself in both written and verbal communications from customers.

Thsi will include ensuring the workforce has the tools and techniques to help customers living with Dementia in a way which is respectful, supportive and straightforward.

Member website


2. Actions

  • Join and actively particpate in the Norwich City Dementia Action Alliance

    Volunteer to support and participate in activities in the local community to help people living with Dementia and promote Dementia awareness

    Our Dementia Friends will wear their badges in the workplace and in the community and will tell people about the Dementia Friendly initiative.

  • Train all employees in Dementia Awareness and have a core of Dementia Friends and champions

    ReAssure will provide Dementia awareness training to all staff enabling them to become Dementia Friends so they can recognise signs of Dementia within customer interactions and understand how to make the contact a better experience.

    This will include giving the customer plenty of time to provide information, speaking clearly and in short sentences and listening carefully

  • Review literature and where possible ensure it is Dementia Friendly

    Reassure will review written literature sent to customers and seek recommendations from Age UK Norwich and the Alzheimer's Society to improve the format to make it more Dementia Friendly.

    ReAssure will also look at digital technology to find ways to improve and shorten customers' journey making it easier to do business with us.


    2018 - Fourth Quarter Update

    Update 11.12.18.

    Our literature has to include regulatory information and can be quite lengthy on occasion while this cannot be avoided we do currently employ the following design elements to make it easier for not only customers living with dementia but ultimately for all of our customers:

    We position key messages early on in the correspondence should you have difficulty maintaining concentration until the end of the document.Boxes are used to draw attention to important information.Bullet points and bold titles are used in plain English e.g. What do I need to do?Font size is 11 point but available in larger format if required.We are currently working on a project to encourage policy holders who wish to surrender policies to contact us by phone we can arrange payment over the phone to avoid further paperwork.During calls we use principle based verification; more personal questions not related to the policy which make security tighter. Answers to these questions relate to historical information from the caller’s past avoiding any problems with short term recall.Changes have been made to the type of ID that is acceptable to make it easier for customers for example online bank statements and copies of documentation rather than originals are now customary.Electronic identification is utilised which checks a person’s information against data bases such as the electoral register which eliminates the need for any certified ID documents to be submitted. Letters are issued for certain life policies that state unless we hear otherwise the money will be paid into the customer’s account on a certain date, removing the need for a telephone call or any further paperwork.Communication by SMS message is an option.We can flag the policies that we are aware belong to vulnerable customers and all our contact centre staff receive vulnerable customer training so they know how to manage conversations with these callers. We could look into creating a dementia specific flag to use on policies where customers had disclosed they are living with dementia.