Insurance United Against Dementia appoints new Chair to drive the campaign forward

The insurance industry unites against dementia

The award-winning Insurance United Against Dementia (IUAD) campaign has announced the appointment of Chris Lay, CEO of Marsh McLennan UK, as its new Campaign Chair, as it enters an ambitious second phase following the achievement of its initial £10 million fundraising target.

This new chapter comes at a critical moment for dementia research, following the approval by the MHRA in late 2024 of two drugs shown to slow the progression of Alzheimer’s disease - lecanemab and donanemab. It marks a turning point in the fight against dementia, but lasting impact will depend on sustained momentum, investment and industry collaboration.

IUAD enters a new chapter

Under Chris’s leadership, IUAD aims to propel the campaign into its next chapter – continuing to unite the industry behind the cause to accelerate progress towards a world where dementia no longer devastates lives.

Chris brings with him a wealth of experience having held a variety of senior leadership positions in the UK and globally during his career. Chris currently serves on The Leadership Council of The CityUK, and The President’s Committee of The Confederation of British Business (CBI), as well as being a former President of The Insurance Institute of London. 

As Chair of IUAD, Chris is excited to work with the team through strategic fundraising and awareness-raising initiatives to help end the devastation caused by dementia.

Meet Chris Lay, incoming Chair of the IUAD Board

“When I was asked to take on this role, I felt a deep sense of pride, having seen firsthand what the campaign has already achieved across the industry. I want to congratulate and thank Richard Dudley, Chris Wallace, the IUAD board members, and all the supporters to date for their terrific achievements.

We’re at a truly pivotal moment, not just for IUAD, but for the wider dementia landscape. 

"In the past year, we’ve seen groundbreaking developments, including the approval of two drugs that can successfully slow the progression of Alzheimer’s disease. These breakthroughs bring real hope."

“Now is the time for our industry to double down, building on this momentum and continuing to drive meaningful change for the nearly one million people living with dementia in the UK. I’m excited and honoured to be part of the IUAD mission.”

Hear from past Chairs of the IUAD Board

Richard Dudley, Group Chief Broking Officer at BMS Group and outgoing Chair of the IUAD Board said:  

“IUAD is a wonderful example of how the insurance industry can come together to drive real change for people living with dementia - both now and in the future. Reaching the £10 million milestone is a hugely proud moment, and being part of this campaign has brought me great personal reward.

“It’s been an honour to chair such a passionate and committed board over the past three and a half years. I want to sincerely thank them and the fantastic team at Alzheimer’s Society - as well as the many colleagues across the industry who’ve united with us. Their passion for building a future free from the devastation of dementia is truly inspiring.

I look forward to seeing IUAD reach new heights under Chris’s leadership and will remain a proud supporter of the campaign.

Chris Wallace, Executive Director, UK Insurance at QBE and founding member and past Chair of IUAD said:  

“Richard Dudley has done an incredible job in leading IUAD to the £10 million milestone, and I want to personally thank him for his unwavering dedication and commitment throughout his tenure.

“This is a big moment for the IUAD campaign. The industry is not prepared to stop now, having reached our initial milestone. Dementia remains the UK’s biggest killer, and until it becomes a condition people can live well with, not die from, we’ll continue to unite across the industry to raise vital funds and awareness. Watching the campaign grow from a seedling of an idea back in 2017, to where it is today is truly phenomenal and I am incredibly proud to have been a part of it.  

On behalf of the board, I want to thank Richard for his outstanding leadership, and warmly welcome Chris Lay as he takes the campaign into its next exciting phase. I look forward to seeing his vision come to life.

How the IUAD campaign has helped Alzheimer's Society

The IUAD campaign has, to date, worked with over 140 organisations across the industry with phase two of the campaign seeking to maintain these relationships and inspire and galvanise many more to get involved. 

It is with thanks to the leadership of the Board, and the support of those in the industry, that IUAD has helped Alzheimer’s Society to achieve amazing things, including, amongst many others, supporting 158 researchers to develop innovative methods of diagnosis and better solutions for dementia care and the creation of the organisations’ Companion Calls service, offering critical comfort and friendship through 140,000 calls to more than 5,000 people affected by dementia.