The language used in disability income protection policies does not help the industry move from the concept of payout to rehabilitation, according to a reinsurer.

“Many of us who are insurance professionals are accustomed to openly discussing the topics of human mortality and morbidity,” RGA Australia Head of Underwriting and Technical Services Meredith Barnes said.

“But this mode of language is not helpful to resolving the bigger issue of supporting insured people on claims towards rehabilitation and a life of wellbeing.”

She says the language of policy conditions compounds a related perception that disability income cover delivers a form of “compensation” after people become disabled or unwell.

“The focus must shift away from a ‘compensation’ mindset to… a ‘wellbeing’ mindset.

“Getting people talking about maintaining a quality of life, rehabilitation and wellbeing is vitally important.”

References to “one’s premature death, unexpected sickness or accidental trauma” are confronting, and this leads to lower engagement, Ms Barnes says.

“One of the enduring challenges is to find compassionate and respectful ways that allow people to be receptive to sensitive topics and making difficult conversations easier.

“A focus on wellbeing enables a positive conversation about prevention.”

According to Financial Services Council research in 2013, insurers’ language and manner when discussing life and disability income insurance have a significant impact on consumers’ engagement levels.

About 71% of respondents said it was “their responsibility” to ensure their family’s financial position in the event of their death or disability.

But messages focusing on either statistical risk or responsibility failed to resonate.

Ms Barnes says changing the language of disability insurance may help consumers better understand its core purpose.

“Would it not be easier to discuss ‘wellbeing’ insurance, rather than income protection?

“Perhaps ‘return-to-work’ insurance as opposed to ‘disability’ sounds a more engaging prospect than ‘sickness, injury or illness’ cover?”

Ms Barnes says RGA Australia aims to emphasise the social good of getting insureds off claims and back to work.

“Disability income is a product worth preserving, and it is in everyone’s interest that it be made sustainable for future generations. Monetary values of the benefits… are but one measure: we need to start incorporating the benefits of wellbeing and getting back to work.”