Poor signposting is leaving many non-standard customers having to start their search for cover from scratch if their initial application for cover is declined, according to a poll of brokers commissioned by managing general agent Prestige Underwriting and conducted by Context Skythorn.

The poll shows that more than 9 out of 10 (91%) of brokers questioned believe non-standard customers are not being actively referred on if their initial application for non-standard cover is declined. Even in cases where customers are referred, 69% of brokers say the handover is limited.

However, the poll suggests there has been an up-tick in the number of referrals reaching brokers following the launch of campaigns from the Association of British Insurers and the British Insurance Brokers’ Association.

Alison Williams, managing director at Prestige Underwriting, said: “More non-standard customers are reaching brokers after being declined elsewhere, which is encouraging. For people with complex insurance needs, being turned away by one provider should not be the end of the road.

“Yet too many consumers are still being left to find specialist help on their own. Signposting has to become more consistent. The market has made an important start, but the opportunity now is to make sure customers are not simply declined and left to find their own way. That will help more people secure suitable protection with less delay and frustration.”