Insurance United Against Dementia (IUAD), the industry-led campaign, has reached its initial £10m fundraising target, set when the campaign launched in 2017.
IUAD was created by insurance leaders directly impacted by dementia to raise funds and awareness for Alzheimer’s Society – the UK’s leading dementia charity.
Some of the money raised has funded research at the world-leading UK Dementia Research Institute and contributed to Alzheimer’s Society becoming a founding funder of the centre.
Money raised by the insurance industry also meant the charity could increase capacity of its Dementia Support Line, which handles 70,000 calls per year.
The £10m milestone has been reached thanks to money raised from businesses, individuals, and events as part of an unprecedented industry collaboration.
Industry professionals Chris Wallace, Paul Jack and Benedict Burke originally launched the campaign having been personally impacted by the condition.
Wallace, executive director, UK Insurance at QBE and founding member of IUAD, said: “It was a big ambition when we started but we had confidence in the industry wanting to make a difference and we’re so grateful to have seen thousands across the sector get involved.
He thanked those across the market who have and continue to partner with the initiative.
“I’m also delighted that we have helped more colleagues become aware of dementia as a challenge to society, and increased understanding of the support available from Alzheimer’s Society,” said Wallace. “Having personally lost a loved one to this cruel disease, like others from the board and industry, this has been an important part of the campaign.”
With dementia affecting almost half of the 350,000 colleagues working in the insurance industry either directly or through a loved one, the information programme has been vital in helping change perceptions and provide information on the support available.
Partnerships and contributions from businesses across the insurance market have helped to achieve the fundraising milestone, with support from more than 130 firms and organisations, IUAD said.
Kate Lee, chief executive of Alzheimer’s Society, said the campaign had made a huge impact, “securing funding to create new services during the Covid-19 pandemic, enabling investment in world-leading research centres, and galvanising an incredible amount of fundraising and awareness for dementia”.
“£10m is a huge amount to raise over seven years – and we’re so incredibly grateful to everyone who has supported us from the very beginning to where we are today.”
Insurance United Against Dementia is the official 2025 charity partner of Financial Promoter Live! 2025. To find out more about the event and secure tickets, visit our dedicated website.