If helps a lot report

Reflections from Tiina Voipio, new Head of Claims at If

Tiina Voipio joined If’s executive management team as Head of Claims with a clear mission: To build on an already ongoing work to help a lot and use digitalization, automation and AI to help customers even more.

Customer behavior is changing rapidly, and expectations are shaped by digital services in every part of daily life. For If, understanding what customers expect and need is key. 

“At If, we promise to help a lot. The claims handling is where those promises are fulfilled,” says Tiina. “When we take advantage of AI and automation in our processes, customers can get their claim resolved smoothly, often without multiple contacts. We are extremely proud that 9 out of 10 customers rate us with highest satisfaction scores."

"Digitalization is not only abouot efficiency. I also enables more personal and advisory support". 

When storm Amy reached Norway in October 2025, it was upgraded to a red danger warning, and the Meteorological Institute reported that the storm could cause major damage and pose a risk to life.

At If, preparations began early. Benedicte Veum, Head of Property Claims in Norway, had faced extreme weather events before and knew the importance of acting before it’s too late.

“Already on Thursday morning, our crisis coordination group gathered to assess the situation, call in extra staff for the weekend, and secure partner capacity across Norway. Although many weather alerts never escalate, this early mobilization ensured that we were fully ready when Amy hit with full force,” says Benedicte Veum.

Communication is crucial when a severe weather event is approaching. If used its own channels including social media, press, and direct customer communication to help people prepare.

During the most intense hours, from Saturday evening into Sunday, Property Claims organized extended shifts to keep response times fast. Teams handled a surge of cases — leaking roofs, blown off tiles, flooded basements, and fallen trees. Many If employees volunteered to stay longer or step in on short notice.

Key learnings from the storm include the importance of early mobilization, clear communication with customers about what they can do immediately and ensuring inspection capacity during peak events.

“We continuously learn and adapt as extreme weather becomes more common. Even if the situation is worrying, I have great confidence that we at If can learn from every event we face and through strong collaboration, we can stay prepared.”

Climate change is already impacting the Nordic countries through storms, floods, heavy rainfall, and heatwaves. At If, we see how extreme weather affects people’s lives and finances.

We also see that climate adaptation in municipalities is not keeping pace with rising risks. That is why we use our visibility, scale, and strong position in communication and public affairs to help drive positive change.

Since 2019, If has assessed municipal preparedness for extreme weather in Norway. In November 2025, we published our latest Extreme Weather Report, together with our first report on Finland.

"Climate adaptation is not an investment that will yield a short-term return, but a 
long-term saving." -Line Gjengedal Ruud, Head of Large, Complex & International Claims Nordic, If.

Key insights from Norway:

• 9 out of 10 municipalities have experienced extreme weather
• 6 out of 10 lack dedicated climate adaptation staff
• 5 out of 10 have no allocated climate adaptation budget
• Only 4 out of 10 have assigned overall responsibility

Our message is clear: climate adaptation efforts must accelerate. We welcome the growing media attention and the opportunity to present our insights to climate ministers in both Norway and Finland. 

"Preparedness is more cost-effective and controlled than reparing damage afterwards." - Tia Mäki, Head of Large, Complex & International Claims Finland, If