Almost one third of financial advisers expect general insurance to be their biggest area of business growth over the next 12 months, according to Paymentshield.

The insurer’s 2026 Adviser Survey found that 30% of respondents ranked general insurance ahead of mortgages, product transfers, life insurance and income protection as their leading growth opportunity.

This marked a sharp change in sentiment from 2025, when 7% identified general insurance as their biggest opportunity, and 2024, when the figure was 9%.

Paymentshield surveyed 461 financial advisers between 11 May and 13 June.

The findings also suggested a difference between advisers’ perceptions and the reasons customers seek advice. Some 40% of advisers believed that convenience was the main consideration, compared with 18% who thought customers wanted reassurance that they had selected the right product.

However, separate research conducted by Paymentshield in September 2025 found that 35% of 2,067 UK adults regarded peace of mind as the biggest reason for seeking advice. More than half, at 56%, said they would pay more for insurance if it gave them confidence that they had the right cover for their needs.

General insurance remains a relatively new area for many advisers. One third of respondents, at 33%, said they were either starting out or had discussed general insurance with clients for only one to two years.

A quarter were unsure when general insurance should be introduced into the advice process, while 59% believed their approach could be improved.

The survey found that 28% of advisers revisited a client’s general insurance requirements only when asked to do so. A further 25% rarely or never discussed the subject with remortgage and product-transfer clients.

Referral services were seen as another possible source of growth. Some 41% of advisers believed they could earn more by referring clients instead of attempting to convert every customer themselves, while 52% said referrals could provide revenue they would otherwise miss.

Despite this, 64% had not used a referral service.

Nasar Hussain, associate director of intermediated household at Paymentshield, said: “This year’s results show a genuine shift in how advisers view GI. Many are now viewing it as one of their biggest growth opportunities for the year ahead.

“But ambition alone isn’t enough. Our research highlights several practical opportunities for advisers to grow GI successfully, from aligning conversations more closely with what customers value most, particularly the ‘peace of mind’ factor, to making GI a more consistent part of every client journey through regular reviews and conversations with all client types.

“By focusing on customers’ individual needs and ensuring they have the right protection in place, advisers can support better customer outcomes. We’re committed to helping advisers turn that ambition into a reality and supporting the nine in 10 advisers who want to grow their GI volumes.”