With two months to go until Insurance Day for Dementia on 26 November, Insurance United Against Dementia and Alzheimer’s Society are calling on organisations across the UK insurance industry to unite behind the campaign.

Insurance Day for Dementia brings insurers, brokers, reinsurers, service providers and other industry partners together for one day to support dementia research and the services delivered by Alzheimer’s Society.

The initiative aims to build on a record-breaking 2025, when 3,093 insurance professionals from 152 businesses took part and raised more than £430,000.

Businesses can support the campaign through fundraising activities, volunteering, employee engagement initiatives and educational events. Popular activities include charity bake sales, fundraising challenges and office competitions, alongside the campaign’s dedicated Lunch and Learn webinar.

This year’s event will also introduce a new industry-wide prize draw, giving employees and supporters another way to contribute while helping to raise additional funds for dementia research and support services.

Chris Lay, IUAD chair and operating partner at Ardonagh Capital Partners, said: “Dementia doesn’t just affect those diagnosed but touches entire families, friends and communities. The kindness and generosity shown during last year’s Insurance Day for Dementia were incredible, but what really stayed with me most were the deeply personal stories people shared. It’s a powerful reminder of why this cause matters so much. It gives us a moment to stand alongside the rest of the market, making this campaign especially meaningful, and through this collective action I wholeheartedly believe we can make a real impact in the fight against dementia.”

Dementia affects around 1 million people in the UK – a number that is projected to rise to 1.4 million by 2040. Alzheimer’s Society says the condition currently costs the UK economy more than £42bn a year, with this figure projected to reach £90bn by 2040 unless urgent action is taken.

The charity also says more than a third of people with dementia in the UK do not receive a diagnosis. Early diagnosis can help people access treatment and support that can help them manage symptoms and avoid reaching crisis point.

Insurance United Against Dementia has raised more than £11m through activity enabled by the campaign and its supporters since 2017. The campaign has an ambition to raise £20m by 2030, supporting research while helping to provide information, advice and support to people affected by dementia.

Businesses and individuals can find out more about Insurance Day for Dementia, sign up for the Lunch and Learn session or volunteer for train station collections through Alzheimer’s Society. Contact the IUAD team at iuad@alzheimers.org.uk