One in five abandon protection process, AMI reveals

Almost one in five adults begin but fail to complete the process of buying protection, according to new research from the Association of Mortgage Intermediaries (AMI).

The trade body’s 2025 Protection Viewpoint Report – The Next Chapter reveals that 18% of adults have abandoned the protection buying journey, rising to one in four among those under 35.

The report, based on a survey of 3,000 consumers, identifies critical drop-off points during the pre-application stage, despite widespread digital access to insurance products.

Almost half of those who start the process (47%) abandon it after receiving a quote, with dropout rates higher among older consumers and men. A further 26% leave during the initial application stage, while one in five stop after merely researching their options.

Although online channels dominate as the entry point – with 31% beginning via specific websites, another 31% via price comparison sites, and 26% through search engines – the ease of access has not necessarily led to conversions.

AMI suggests that digital convenience alone is insufficient and that multiple touchpoints and personal engagement remain vital.

HUMAN CONNECTION STILL MATTERS

The research, produced in partnership with The Exeter, Legal & General and Royal London, found that roughly 70% of consumers value human connection at each stage of the buying process, including younger respondents. This challenges the assumption that younger, more digitally inclined consumers prefer to avoid human interaction when purchasing protection.

Stephanie Charman, chief executive of AMI, said: “Too many consumers are dropping out of the protection buying process.

“As an industry it’s important we take the time to review the customer journey more closely.

“By identifying where pinch points occur and considering where we can signpost to advice, we can help more people get the cover they want and need.

“Viewpoint is designed to be the start of an ongoing dialogue. This year’s report places an emphasis on clear calls to action, which AMI will be actively driving forward throughout 2026. We encourage industry to reflect on the part each of us plays – it’s vital we continue to work together to meet the needs of consumers and advisers alike.”

AI TRUST GROWING BUT LIMITED

The study also explores attitudes towards artificial intelligence in the protection journey. While 35% of consumers trust AI to answer questions and provide suitable recommendations, confidence increases significantly among under-35s, with more than half willing to rely on it for information and guidance.

However, only 27% of respondents trust AI to help them make final decisions, showing limits to its perceived reliability.

Advisers remain cautious. Just one in five feel confident using AI in their day-to-day work, while one in four view automation as a potential threat to their profession.

They were most positive about AI’s potential to help with producing client documents and managing pipelines but expressed concern about allowing it to handle product recommendations or initial customer interactions.

HUMAN CONNECTION

Jamie Page, head of protection distribution at The Exeter, said: “This year’s Viewpoint research reinforces what we see every day. That human connection is still at the heart of protection.

“Even the most digitally savvy consumers want empathy, reassurance and real conversations when making decisions about their future. As proud sponsors, we believe the future lies in blending smart technology with trusted advice – not replacing it.”

Vikki Jeffries, market development director at Legal & General’s retail business, added: “The Viewpoint research highlights a clear opportunity for the industry to evolve how we engage with customers.

“It’s not just about products; it’s about fostering connection, meaningful touchpoints, and trust to ensure people feel confident in their choices. Whether customers start their protection journey online or in person, advisers play a vital role in guiding them through life’s uncertainties and addressing their individual needs.”

“We must ensure that consumers… feel confident, informed and supported”

Jon Fuller, protection distribution director at Royal London, said: “AMI’s latest Viewpoint report highlights a critical challenge: too many people begin the protection journey but don’t complete it.

“While the growing influence of AI, especially among younger consumers, offers convenience, it’s clear that AI is yet to win over the majority at the final hurdle.

“We must ensure that consumers, especially younger ones, feel confident, informed and supported, whether they’re researching online or speaking to an adviser.”

L-R: Stephanie Charman, CEO, AMI; Matt Stephens, Senior Sales Manager, Finance Planning Group; Jamie Page, Head of Protection Distribution at The Exeter; Vikki Jeffries, Market Development Director at L&G’s Retail business, and Jon Fuller, Protection Distribution Director at Royal London

The 2025 Protection Viewpoint Report concludes that although technology continues to shape the early stages of the customer journey, the human role remains indispensable in guiding consumers towards completion and ensuring they secure the protection they need.

HUMAN LINK

Chris Miles, managing director of SM Advice, said: “People are searching, scrolling and clicking but not always completing.

“AMI’s research captures that perfectly. The opportunity for advisers and providers now is to use social media as the human link in a digital world.

“At SM Advice, we’ve seen that when advisers use consistent, authentic and educational content, engagement doesn’t just rise, conversion does too.

“The conversations that start online are turning into real client relationships. That blend of digital visibility and human connection is what closes the gap AMI has highlighted, and it’s where the industry can make real progress together.”