Insurance United Against Dementia (IUAD) is a multi award-winning industry-led campaign that has had a significant impact on dementia support, research and awareness over the past eight years. 

Thanks to funding from IUAD, we were able to launch the Companion Calls service and become a founding funder of the UK Dementia Research Institute. The campaign has supported multiple research projects, helped to power our vital support services and created thousands of Dementia Friends across the insurance industry.

Dementia support

• Made the Companion Calls service possible, offering comfort and friendship through 140,000 calls to more than 5,000 people affected by dementia.
• Provided critical funding for Alzheimer’s Society telephone and online services during the Covid-19 pandemic.
• Funded 16 additional Dementia Advisers on the Dementia Support Line, allowing us to meet the increasing demand for information and advice. The Support Line’s first-time answer rate climbed from 55% to over 80% as a result.
• Funded four new Community Dementia Advisers to increase support in under-resourced areas, including Cornwall.  

Dementia research

• Helped to fund 120 research grants between 2017-2025, powering the next generation of researchers and talent in the field.
• Enabled Alzheimer’s Society to become a founding funder of the new world-leading UK Dementia Research Institute (UK DRI) in 2017. The UK DRI is the first institute of its kind in the world, hosted by six leading universities and bringing over 650 dementia researchers together to share learnings and drive progress.
• In 2018, IUAD investment funded the very first projects and researchers within the UK DRI. 

Dementia Friends 

• IUAD has created over 18,000 Dementia Friends across the insurance industry. This huge milestone is making the industry a more informed, compassionate place and driving greater understanding and awareness of dementia.