AI in Claims: How AI helps recognise and support vulnerable customers

17th June 2026

Identifying and supporting vulnerable customers is one of the most important uses of AI in claims handling, and one of the areas where we’ve made our most deliberate investment at CCG.

Vulnerability often shows up in subtle ways – a tone of voice on a call, a phrase in an email, something mentioned once and not repeated. Catching those signals consistently across the journey of a claim takes careful design, and it matters enormously for the customer at the other end of it.

That’s why AI-driven vulnerability identification sits at the heart of how we’ve built our intake model.

Every piece of inbound correspondence is reviewed by AI for vulnerability indicators. Where something is surfaced, a handler reviews the context and decides whether to log a vulnerability on the claim. That’s the part most people would describe as AI’s role – but it’s only the start.

When a vulnerability is logged, the handler also records an Outcome – the specific adaptation the customer needs. That might be easy-read communications, phone-only contact, or a nominated representative, depending on the situation. The task cannot be closed without an Outcome attached, so identification doesn’t sit in isolation; it translates into a recorded, actionable adaptation that travels with the claim.

From that point on, anyone picking the claim up sees the vulnerability, the recorded Outcome and any personalised notes added by the original handler, so tone and approach stay consistent across the lifecycle. The client is notified, giving insurers a live view of how vulnerable customers in their portfolio are being recognised and supported. Pulse-check tasks are scheduled through the claim to make sure the adaptation still fits as the customer’s situation evolves.

The result is a doubling in identification of vulnerable customers against the previous monthly average and while that number matters, the more useful measure is what happens after the flag – the adaptations now sitting on those claims, the client visibility, and the consistency of support across the lifecycle.

This is where AI does its most valuable work in claims, in our view – and the clearest example of what technology and people can achieve when they work in tandem.