London, 26 June 2025: The Lloyd’s Market Association (LMA) has published an update to the UK Consumer Personal Accident Group Policy wording (“KA Form”). This is a newly released model wording that adheres to the LMA’s UK Consumer Wordings Guidance.
Presented in a visually appealing format, the refreshed wording uses plain language, with no sentence exceeding 25 words. It is structured to promote comprehension, providing tips and signposts for customers throughout the document.
Since 2015, the LMA has provided essential guidance to its members on effectively communicating insurance concepts to consumers. The new KA Form follows on from last year’s launch of the LMA’s updated UK Consumer Wordings Guidance. It aligns with the latest regulatory requirements and industry standards, including the FCA’s Consumer Duty guidance.
Toby Clark, Executive, Technical Underwriting at the LMA, said: “Our members recognise the value of clear and transparent customer communications. Everyone benefits when customers have clarity about what they are buying, especially when it comes to making a claim.
“This new model wording is just one way we are working to equip our members with the tools and resources they need to improve customer engagement.”
The KA Form is available via the Lloyd’s Wordings Repository.
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The KA Form is intended for use in the UK only and for contracts subject to English law. Managing agents are responsible for assessing its suitability for their specific needs. All LMA model documents are purely illustrative and are published and distributed for the guidance of Lloyd’s managing agents, brokers and other market participants. All contracting parties are free to agree to different conditions/amend the model documents as they see fit; the LMA does not protect its intellectual property rights over model documents. It is for underwriters to decide whether or not any contractual language is acceptable on any given risk.
Media relations contacts
LMA:
Carole Porter, Head of Marketing and Communications | +44 020 3307 3922 | Email: carole.porter@lmalloyds.com
Omnia Partners:
Victoria Sisson, Director | +44 794 129 4872 | Email: victoria.sisson@weareomniapartners.com
About the LMA
The Lloyd’s Market Association (LMA) exists at the very heart of Lloyd’s, a world-leading global marketplace for complex risk where solutions to challenges are delivered every day. All 55 Lloyd’s managing agencies, with a total market stamp capacity of approximately £56.2bn in 2024, and all Lloyd’s members’ agents, are members of the LMA.
We represent our members’ interests to organisations including governments, regulators, and the market’s central supporting body, the Corporation of Lloyd’s. We provide professional and technical expertise in areas ranging from model policy wordings to the implementation of innovative technologies. We connect with our members to identify and resolve issues facing the market, and work in partnership with Lloyd’s and the other market associations to influence initiatives and outcomes. We operate the market’s most comprehensive technical education service, the LMA Academy. For more information visit: www.lmalloyds.com.