Louise Dinsdale Company Director and co-founder
areas of expertise
- Declined insurance claims
- Complex complaints
- Rejected ill heath retirement decisions
- Complex appeals
experience
- 9 years at a Cancer support charity
- 14 years in the finance sector
- 7 years in customer banking complaints
- Chartered Institute of Insurance qualified
Louise spent 14 years working in the finance sector, including seven years specialising in customer complaints within banking. She then took her skills into the charity sector, first helping people in financial difficulty as a Debt Advisor at StepChange Debt Charity. Louise later joined a Cancer support charity, where she spent five years helping people affected by cancer to make insurance claims and ill-health retirement claims on their pensions. She also advocated for those challenging declined insurance claims and rejected ill-health retirement decisions.
“Having a close family member diagnosed with a serious illness gave Louise personal insight into just how tough navigating the claims process can be”
Louise then moved into a Technical Lead role for four years, where she trained and supported other team members, helping them develop the skills to handle complex appeals and complaints in this specialist area. She worked closely alongside Laura Lee to build a strong and knowledgeable team.
Having a close family member diagnosed with a serious illness gave Louise personal insight into just how tough navigating the claims process can be. That experience, combined with her financial knowledge and CII qualifications, drives her passion for standing alongside people who need a helping hand through Appeal Avenue.
Latest Articles
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What ABI’s £8 Billion Pay-out Means for Everyday Policyholders
Every year, thousands of insurance claims are successfully paid out by insurers, but unfortunately, lots of claims are declined.
If your insurance company refuses to pay your insurance claim, they should tell you why. It’s a good idea to ask the insurer to put the reason for their decline in writing. This allows you time to review how they have come to make their decision and is also a good starting point for your appeal.
02/08/2025 -
Tips on making a complaint or appeal
Every year, thousands of insurance claims are successfully paid out by insurers, but unfortunately, lots of claims are declined.
If your insurance company refuses to pay your insurance claim, they should tell you why. It’s a good idea to ask the insurer to put the reason for their decline in writing. This allows you time to review how they have come to make their decision and is also a good starting point for your appeal.
17/07/2025 -
Appeal Avenue Complaints Procedure
Customer service is absolutely at the heart of everything we do at Appeal Avenue. We will always strive to do our best to ensure our customers are happy with the service they receive from us. However, if you ever feel that our service has fallen short of your expectations, here is our complaints procedure
17/07/2025