Climate scientists are increasingly confident that a Super El Niño will emerge later this year—and that it will rank amongst the most powerful on record—impacting global temperature and rainfall patterns. For insurers, the lead time before extreme weather hits is exactly when policyholder communication matters most.

Natural disasters test both insurers’ operational and communication readiness. Behind every claim is a person dealing with one of the more stressful moments of their life. How an insurer communicates in that moment is what policyholders remember long after the damage is repaired.

Insurers that wait until disaster strikes to communicate with policyholders risk eroding that trust. While insurers cannot control the weather, they can control how they communicate when it matters most.

Here are the top communication steps insurers should prioritize before, during and after an extreme weather event.

Don’t wait for a disaster to explain the policy.

With Super El Niño impacts expected to begin as early as the end of summer, the window for meaningful policyholder outreach is already open. One of the most important things insurers can do right now is make sure policyholders know exactly what their coverage includes—and excludes—before they need to use it.

Many policyholders don’t fully understand what their policy covers when they purchase it. That moment of realization (mid-claim and mid-crisis) is where anxiety takes hold. Although insurers can’t change the language in policy forms, they can deliver them along with a policy summary in plain language. This enables policyholders to better understand what is and isn’t covered, which can go a long way toward preventing a difficult conversation with an adjuster.

This information should be shared at policy purchase and at renewal and reinforced before any potential weather event, so that when the time comes, policyholders can refer to it. Insurers that deliver clear, easy-to-understand policy summaries and coverage explanations as part of their overall customer communications strategy stand out and earn lasting trust.

Fill the information gap before someone else does.

Coverage explanations are only part of the picture. When disaster is approaching, policyholders also need to know how to reach their insurer or agent, what the claims process looks like, and where to find reliable guidance on protecting their home and family.

This is where insurers have an underused opportunity. With 41% of U.S. households relying on social media for preparedness tips,the demand for reliable guidance is clearly there—and largely unmet. Seasonal reminders, safety checklists, evacuation information and clear explanations of the claims process help policyholders prepare. These also position the insurer as a trusted resource worth turning to before a crisis.

None of this works, however, if the insured has overlooked an email—or if it’s buried in a portal nobody thinks to check. The information needs to be easy to find, across whatever channel the policyholder actually uses.

Build integrated digital communication systems.

In a crisis, fast, accurate communication makes all the difference in a policyholder’s customer experience. But effective communications start with process optimization and digital, integrated technology that enables your teams to work efficiently so they can focus on taking care of each customer—balancing speed and empathy with clear timelines of how their claim will be adjudicated

When systems are disconnected, policyholders may receive conflicting information depending on the channel they use. Consider a customer who has had a significant homeowners policy claim. They call the contact center and are told their claim is under review, then check the app an hour later to find it still shows as not yet received. In a moment already defined by stress and uncertainty, that contradiction can cause the policyholder to question whether their insurer is on top of the situation at all.

Avoiding this situation requires smooth integration across every touchpoint, including online portals, e-mail, mail, apps and call centers, so that information remains consistent no matter the channel.

This is even more important during a weather event when people can be displaced and don’t have access to mail or phone services. Communications via app, website and text messages become critical to ensuring continuous, accurate communication with policyholders.

Maintain communications during and after a claim.

Effective communication doesn’t end after the claim is submitted and initially acknowledged. Staying in touch with policyholders throughout the claims process, and even after it concludes, is critical to preserving trust and reinforcing a strong policyholder-insurer relationship.

Providing consistent updates, whenever possible, makes a meaningful difference in the customer journey. Confirming the receipt of documentation, providing status updates, outlining expected timelines and clearly communicating next steps all reassure policyholders that their claims are progressing and they are being well cared for.

Communication about claims processes before extreme weather events shouldn’t be treated as a campaign with a defined start and end date. Insurers that consistently share timely, relevant information and resources with policyholders will stand out as true partners rather than just providers.

Build a trusting insurer-policyholder relationship through communication.

As extreme weather becomes more frequent and more severe, the insurers that policyholders remember will be the ones that madepolicyholders feel informed, prepared and supported at every stage. This requires intent and deliberate investment in communications and digital interactions before, during and after a weather event.

With the Atlantic hurricane season starting on June 1, along with a significant Super El Niño on the horizon, the window to get this right is now. The preparation happening in insurers’ communication teams today will show up in policyholder trust and drive long-term loyalty.