Insurance: Face Your Enemy

Insurance needs to put up a better fight in the court of public opinion.
By: | May 9, 2025

Drive south from Philadelphia toward the airport, and the billboards stretch out almost interminably. “Insurance Companies Fear Us!” “We Beat Big Insurance Companies!”

You know the type, all these billboards paid for by law firms seeking to bring actions in the personal injury or workers’ compensation insurance space. Day after day. Week after week. Year after year, these messages appear, and if it’s possible, they seem to be proliferating.

My question for the insurance industry is, “Where is your response?” Why are you not defending yourself in the court of public opinion, be it television ads, billboards or editorial placement? And I’m not talking about emus running away from the farm to get an advertising gig or incomprehensible plot lines involving characters in white aprons. Because you know who is driving right alongside you and taking in this perverse messaging: jurors — past, present and future.

We wonder why nuclear verdicts and legal system abuse are wreaking havoc on combined ratios, resulting in higher premiums for every one of us. Insurance companies spend billions defending themselves in court, but in the main, by spending relative pennies in the court of public opinion, they are leaving themselves and their policyholder defenseless.

We publish this magazine, because we know insurance has a story to tell. The question is, what’s it going to take to motivate the industry to tell it, and tell it straight? &

Dan Reynolds is editor-in-chief of Risk & Insurance. He can be reached at [email protected].

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