Empathy Expands to UK Life Insurance Amid Rising Bereavement Support Demands

Empathy, a leading technology company specialising in bereavement support, is launching in the UK life insurance market today. The move comes as new research reveals growing pressures on families dealing with loss, with many feeling under-supported during the claims process. The company’s expansion aims to assist over 45 million policyholders across North America and the UK. Its mission, as stated by Co-Founder and CEO Ron Gura, is to provide both practical and compassionate support during times of loss.

Empathy’s latest report, *The Cost of Loss: The UK’s Bereavement Burden*, highlights significant gaps in current support systems. Over a third of UK beneficiaries (33%) feel they lack adequate help during claims, with the figure rising to 46% among Gen Z respondents. Meanwhile, 57% of customers now consider bereavement support a key factor when selecting an insurer. The research also shows that positive support experiences increase the likelihood of customers returning for future policies. Younger generations, in particular, place high importance on this: 72% of Millennials and 77% of Gen Z respondents prioritise strong bereavement services. Insurers who improve their support could gain trust and attract new customers. This launch coincides with rising pressures on the UK’s ‘Sandwich Generation’—those balancing care for both ageing parents and children. Longer life expectancy and increased caregiving demands are expanding this group, making robust bereavement support more critical than ever.

Empathy’s entry into the UK market aims to address gaps in bereavement care for millions of policyholders. With younger customers increasingly valuing support during loss, the company’s services could reshape expectations in the life insurance sector. The move also reflects broader challenges faced by families managing loss in an ageing population.