Delivering better outcomes and protecting more customers is all in a day’s work for protection advisers. But in today’s fast-paced, constantly evolving environment, navigating these challenges can feel increasingly demanding.
The release of the latest AMI Protection Viewpoint 2025 offers a timely snapshot into how advisers feel about evolving market dynamics and illustrates how shifting customer expectations and behaviour is altering the protection landscape.
In particular, the research found that concerns about the growing influence of AI are top of mind for many advisers, while the use of social media and the rise of “finfluencers” are leaving many feeling threatened about the future of their profession.
AI: THREAT OR USEFUL ALLY
The use of AI is often mooted as a key disruptor for many industries and the research shows that protection advice is no exception: one in four advisers perceive AI as a potential threat to their business.
While it is certainly true that AI is transforming how customers access and research information, there is no reason why advisers shouldn’t be using it in the same way, says Vikki Jefferies, market development director, retail distribution, at L&G.
“The opportunity lies in how advisers use technology to automate certain tasks so that it frees up time for what matters most – listening, reassuring and guiding people through big life decisions,” she says.
IMPROVING CUSTOMER EXPERIENCE
Ed Durell, managing director at Cover Direct, agrees. He says advisers should view AI as an opportunity to streamline research, surface insights and improve the customer experience.
“If used properly, AI can free advisers to focus on what technology can’t replicate – empathy, trust, and nuanced human advice,” he says.
Perceiving AI as a support tool is crucial. Used well, it can help ease the burden of time-consuming administrative tasks, such as researching products, gathering quotes and policy management.
“AI offers significant opportunities for advisers to automate administrative tasks.”
“AI offers significant opportunities for advisers to automate administrative tasks, such as providing meeting summaries and action points, and improve client communication through AI-powered chatbots and automated reminders,” says Jon Fuller, protection distribution director at Royal London.
“By embracing these technologies, advisers can boost both efficiency and client retention, turning AI into a valuable business enabler and growth driver,” he adds.
SOCIAL MEDIA GAP
While AI may never replicate the empathy required in the protection process, there is no doubt that advisers should be using it to deliver faster, smarter and more consistent outcomes.
The same is also true for social media. Despite its dominant use among younger generations, the research found that 51% of advice firms do not use it to promote protection. This is a missed opportunity.
“TikTok is where many under 35s seek financial guidance.”
Social media channels such as TikTok are where many consumers – particularly the under-35s – seek financial guidance.
Being absent from social media means advisers are at risk of leaving space for the rise of unregulated “finfluencers” who may lack the qualifications or compliance awareness to give advice.
Not all social media users are under 35 either, so advisers should consider it as another way to communicate, and build stronger, more responsive relationships with all their customers, says Jamie Page, head of protection distribution at The Exeter.
“Customers expect a degree of flexibility. Tailoring your communications to suit different needs, whether that’s through inclusive language, accessible formats, or targeted messaging, can significantly enhance engagement and trust.”
NAVIGATING REGULATORY CHALLENGES
While regulatory complexity can make it difficult to talk about financial products on social media, it’s important that advisers find a way to participate in the conversation by sharing simple advice, real stories or market observations, says Jefferies.
“Start small and keep going. People connect with people, and social media is an easy way to stay visible and relevant, “she says.
This is particularly pertinent for engaging with future clients, says Chloe Davies, head of protection distribution at L&C Mortgages. “Social media is how many customers, especially younger ones, will increasingly seek recommendation and advice on what products they need.”
A FUTURE BUILT ON BALANCE
While this year’s AMI Protection Viewpoint 2025 shows a protection industry immersed in technological change, for advisers working in the market, striking a balance is key.
AI presents a chance to improve business efficiencies, while social media is reshaping consumer expectations. Advisers who seize these opportunities are more likely to develop greater trust and stronger relationships with their clients, says Page.
“Consumers want speed, simplicity, and smart tech, but they also want empathy, reassurance, and real conversations. That’s where advisers come in. AI should be seen as a tool with good quality advice as the anchor.”
Download the AMI Protection Viewpoint 2025 HERE.
