Alzheimer’s means that for many, their life has changed in oh so many ways - their independence seems to vanish in the haze, as someone nearly sang.

On Thursday 27 November 2025, Insurance Day for Dementia returns, to see insurers, reinsurers, advisers and others who might normally be very actively competing, come together in a hugely positive and collaborative way to raise both money and awareness of a disease that will affect most of us in our lifetime.

It will take a society to beat dementia, and the insurance industry is playing an important role. Insurance United Against Dementia (IUAD) has already helped with some of the breakthrough research we’re now seeing. In the last 7 years, our industry has raised more than £10 million. In that time, two new drugs have been developed that can slow the progression of dementia, and a blood test is now available to help diagnose the condition much earlier.

It’s incredibly heartening to see real progress being made, but we’re not there yet. There’s still so much more to do to advance the research and ensure proper support for everyone living with this disease.

IUAD are now setting out to hit the next £10m target , and on 6th November, IUAD Board members Rose St Louis (Scottish Widows) Julie Godley (Legal and General) and Peter Hamilton (Zurich) will be walking 10 miles through London where we hope to raise both money and awareness. We’ll get by with a little help from our friends in the industry and if you could put something into our virtual collecting bucket here, we’ll send you all our loving….

As an extra incentive, Zurich are matching every pound donated, up to £100,000...