Better digital advertising and a new 'Underdog' television campaign encouraged droves of aggrieved UK citizens to pursue a personal injury claim through NAHL (NAH) last year. That helped the National Accident Helpline operator post a 29 per cent increase in underlying operating profit to £12.7m.
The marketer passes on personal injury claims to a panel of 50 law firms, who cover some of its costs and pay a small margin in return. It's currently focused on drumming up higher-margin claims from non-road-traffic accidents and medical negligence. These accounted for just over three-quarters of the 83,000 vetted enquiries that it delivered to its partners last year, about 58 per cent of which they took on. The upshot was that NAHL widened its underlying operating margin by four percentage points to 29 per cent.