Delay, Deny, Defend in Insurance: A Risky Strategy for African Insurers
Ever seen a valid claim dragged out for months, then rejected, then fought in court? That pattern has a name. It is called Delay, Deny, Defend in Insurance, and it affects trust in insurers worldwide.
This approach shows up in some companies that operate or invest in African markets too. For African insurers and intermediaries, understanding the pattern is the first step to avoiding it. When claims are handled fairly instead, insurers build trust, grow retention, and support real financial protection across the continent.
What Does “Delay, Deny, Defend in Insurance” Really Mean?
Delay, Deny, Defend in Insurance is a claim-handling strategy, not a legal rule. It means a claim is first slowed down (delay), then rejected or cut (deny), then defended in court (defend).
The idea was widely discussed by Jay Feinman in his book and work on Delay, Deny, Defend practices. While much of the public debate started in the US, the same habits can appear in any market. When this pattern spreads, customers feel cheated, and the reputation of the whole insurance industry in Africa suffers.
How Delay, Deny, Defend Shows Up in Real Claim Handling
Delay tactics that wear policyholders down
Delay starts small. A motor claim sits in an inbox for weeks. The customer sends documents, then gets asked for the same papers again. An adjuster changes, then another “fresh investigation” begins.
In health insurance, a hospital bill may wait for “verification” while the patient receives daily calls from the hospital cashier. In some markets, research has already highlighted how long processing times hurt customers, such as a study on delayed claim payments in Zambia. Over time, many people simply give up.
Deny tactics that block or shrink valid claims
After months of waiting, a customer might get a short letter that says no. The denial might point to a tiny error in the proposal form, a late premium by a few days, or a “pre-existing condition” that was never clear in the policy wording.
In life or health cover, that can leave families with hospital debt or funeral costs they can’t bear. In property cover, it can stall rebuilding a small shop. The pattern teaches people that formal insurance cannot be trusted.
Defend tactics that push people into court
Some customers refuse to accept an unfair denial. When they push back, the case moves to court. For many African countries, court cases are slow and costly. Most policyholders cannot afford a long legal fight, so they settle for less or walk away.
Insurers that rely on this step may win one case, but lose in the eyes of the market and draw more attention from regulators and the media.
Why African Insurers Should Move Beyond Delay, Deny, Defend
Stronger trust and better customer loyalty
In markets where many people still prefer cash or informal schemes, trust is everything. Fast, clear, and fair claims show that insurance works. Customers who feel respected are more likely to renew, refer friends, and buy more cover.
Over time, that steady loyalty beats short-term savings from blocking valid claims.
Lower regulatory and legal risk
When a company shows a pattern of delay, deny, defend, complaints pile up. Regulators, ombuds offices, and courts across Africa are paying closer attention to unfair claim practices. That can lead to fines, license conditions, or painful headlines.
A cleaner claims record protects the business and keeps management focused on growth, not damage control.
Practical Steps to Avoid Delay, Deny, Defend in Your Company
Make claims simple, clear, and transparent
Use plain language policies and one-page claim checklists. Send SMS or WhatsApp updates for each stage, such as “claim received” or “assessment complete.” Let customers know what is needed, by when, and why.
Clarity cuts confusion, speeds up files, and reduces complaints.
Measure and reward fair, fast claims handling
Track the numbers that matter: average time to pay, rejections overturned on appeal, and customer feedback. Link bonuses and recognition to fair resolutions, not just low payout ratios.
When staff see that the company values honest payment of valid claims, behavior shifts in the right direction.
Conclusion
Delay, Deny, Defend in Insurance might save money in the short term, but it is a risky path for African insurers that want to grow. Companies that pay valid claims fairly and quickly earn deeper trust, stronger brands, and wider inclusion.
Now is a good time for leaders to review their claim files and incentives, and ask, “Are we building loyalty, or wearing it down?” The firms that choose fairness will help shape a stronger, more trusted insurance market across Africa.
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