Could this be the start of a new conditions race… this time to the bottom?

The industry cry has long been that complexity is a barrier to critical illness cover (CI) take-up and that we need to simplify CI. It turns out, in such a competitive and nuanced market, that making things simpler is anything but simple. So should we just accept that CI is a continuous and complex conditions race or face the challenge head on and take a different approach? As an insurer, you could tread the familiar path of adding a condition, tweaking some wording, or increasing the additional payment amount, all so that it stacks up well on a comparison site. But such piecemeal change...