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Broker Toolkit: CAT Crisis Email Templates That Build Trust

When a crisis strikes, every minute counts—and clients expect clarity and reassurance right away. But crafting the right message under stress can be challenging, especially when emotions are high.

To make sure you’re prepared, we’ve created these ready-to-use email templates. Each one is designed to be clear, empathetic, and actionable, making it easier for you to communicate effectively with your clients, no matter the situation.

Below you’ll find templates for:

  • Immediate holding statements

  • Evacuation notices (including ALE instructions)

  • A crisis information landing page

Save them, customize them, and keep them handy. They’ll help you respond quickly, confidently, and compassionately when your clients need you most.

Because in a crisis, the right words make all the difference.

1. Holding Statement (Email or Website Banner)

Subject Line:
We’re here for you during this difficult time

Body:

We’re closely monitoring the [wildfire/flood/crisis] situation impacting [region/area].

Your safety and well-being are our absolute priority. If you need immediate assistance or have questions about your coverage, please reach out directly:

✅ Call us at [Phone Number]
✅ Visit [Crisis landing page URL] for real-time updates and resources

We’re committed to keeping you informed every step of the way. Thank you for your trust.

2. Evacuation Notice (with ALE details)

Subject Line:
Evacuated? Here’s exactly what to do next

Body:

We know this is an incredibly stressful time, and we’re here to make things clearer and easier for you.

If you’ve been evacuated, your home insurance likely includes Additional Living Expense (ALE) coverage. This can reimburse costs such as:

  • Hotel stays

  • Meals

  • Essential personal items

Important Next Steps:
✅ Keep all your receipts.
✅ Take photos of any property damage (when safe to do so).
✅ Call us right away at [Phone Number] or visit [Claim Portal URL] to start a claim.

You don’t have to face this alone—we’re here to guide you through every step.

3.  “More Information” Crisis Landing Page Text

Header:
Your Crisis Resource Hub: Everything You Need in One Place

Body:

We understand how overwhelming things must feel right now—and we want to help.

This dedicated crisis page is your one-stop location for clear, verified, and updated information. You’ll find:

  • 24-hour Claims Hotline numbers for all major insurers

  • Clear details about Additional Living Expense (ALE) coverage and how to use it

  • Locations and contacts for local evacuation and emergency shelters

  • Direct links to verified updates from emergency services

  • Clarifications to correct misinformation or confusion

👉 Access everything you need here: [bestinsurance.ca/crisis-updates]

We’re updating this page regularly—because we’re in this together.

Why These Versions Work:

  • Clearer instructions: Tells clients exactly what they need to do next.

  • Empathy first: Acknowledge the stress and confusion to connect emotionally.

  • Direct and actionable language: Makes steps easy to follow even under stress.

  • Concise: Respects overwhelmed readers by getting to the point quickly.