'Life Assurance for Ladies'

Detail from ‘Ladies’ prospectus cover, issued by Scottish Widows in 1917.

Detail from ‘Ladies’ prospectus cover, issued by Scottish Widows in 1917.

The impact of war on the life assurance industry was significant. With large numbers of policy holders going off to fight, death claims were much higher than usual. Scottish Widows estimated that losses due to deaths of those in the forces came to some half a million pounds - £10 million in today’s terms.

The war did however open up some new avenues of business. Millions of women were now working and Scottish Widows saw a fresh opportunity to market their services.

This prospectus was produced in 1917, aimed specifically at a female audience. ‘At no time in the history of the country has there been so large a number of ladies who are earning their own living’  it states. It goes on to advise that they‘would be wise in considering whether they should… lay aside part of their earnings in order to provide for the time when the ability to make an income is past.’

View the next item in this section, or return to the On the Homefront page.