Insurers could be key in providing victims and their families with emotional support after an accident, says RedArc.

RedArc says insurers who go beyond expectations can win customer loyalty and trust – both hugely sought after differentiators in financial services

RedArc says in the most comprehensive insurance offerings, the policyholder and their family need not even make a claim but can access support directly.

Christine Husbands, managing director of RedArc said: “We understand that providing added-value services to a policy needs to be a commercial decision, not simply a feel-good factor for insurers. However, evidence shows that insurers who go beyond expectations can win customer loyalty and trust – both hugely sought after differentiators in financial services.”

In RedArc’s experience, the psychological impact of an incident can often be overlooked. The after-effects can be felt by those injured in the collision, their families, as well as drivers who may have caused the incident.

People can also experience trauma following a minor accident even if they weren’t injured or driving the car at the time. They may have witnessed the incident and the stress that this can cause should not be underestimated, RedArc added.

Husbands added: “The emotional aspect is rarely the priority but if ignored, the consequences can impact greatly on all areas of daily life.

“Insurers really are in a prime position to support the victim and their family at this point. Motor insurance policyholders will of course be in touch with their provider but other insurers, such as home, travel, life, critical illness and almost all other types of cover, can also add value by providing independent third-party support even though a claim may not be made.

“A financial payout will undoubtedly give immediate relief for the policyholder and their family but providing emotional support not only helps the individual but also helps the insurer differentiate themselves in a competitive market by building goodwill and loyalty from those involved in treatment.”

Five people die every day on UK roads and around 60 people are seriously injured according to road safety charity Brake.