CIExpert is set to launch Critical Thinking 2026 on 12 March, expanding its flagship protection market study to include Income Protection (IP) alongside Critical Illness Cover (CIC).
The second edition of the annual research will draw on insights from 10,000 consumers and 225 advisers, building on the inaugural 2024 report which examined adviser behaviour and product positioning in the CIC market.
Early findings suggest the CIExpert-led “Single is Best” campaign – which encourages advisers to recommend individual protection policies over joint life first event plans unless specific justification exists – is influencing industry practice.
Some 29% of advisers said the campaign has changed how they recommend critical illness cover.
COMPLIANCE CONSTRAINTS
However, 27% of advisers were previously unaware of the campaign, while 9% said compliance constraints limited their ability to adopt the approach.
Consumer research found that 36% of couples initially assume joint cover offers better protection, rising to 44% among under-35s.
After receiving further explanation, 51% said single policies offered better overall protection and value.
The 2026 study is headline sponsored by Royal London and Guardian, with support from Aviva, Legal & General, Vitality and Zurich.
DRIVING CHANGE
Alan Lakey (main picture), director at CIExpert, said: “Two years ago when we launched ‘Critical Thinking’ we called for a revolution in the Critical Illness Cover market – and we’re now seeing the evidence that it’s happening.
“The fact that almost one in three advisers have changed their recommendation approach as a direct result of the ‘Single is Best’ campaign shows this isn’t just talk, it’s shifting the dial and driving real change.”
EVIDENCE-BASED RESEARCH
He added: “But we’re not complacent. With a quarter of advisers still unaware of the campaign and many consumers instinctively assuming joint cover is best, there’s clearly more work to do.
“That’s why we’re doubling down with Critical Thinking 2026 – not only maintaining our forensic focus on Critical Illness Cover but expanding into Income Protection to bring the same rigorous, consumer-focused analysis to the broader protection market. The industry needs evidence-based research to challenge outdated assumptions, and that’s exactly what we’re delivering.”
BETTER CUSTOMER OUTCOMES
Emma Vaughan, managing director at Omni Protect, said: “Critical Thinking 2024 and the Single is Best campaign have driven real change.
“Across our business we’ve seen a clear reduction in joint life plans, showing advisers are responding to the evidence and adapting their recommendations to deliver better customer outcomes.
“I’m looking forward to Critical Thinking 2026 extending into Income Protection alongside life and CIC, bringing the same evidence-based insight to further improve the quality of all protection advice, customer value and especially long-term outcomes.”
The full Critical Thinking 2026 report will be launched on 12th March 2026. Industry professionals can register their interest HERE.
