Advisers are increasingly turning to referrals for home and landlord insurance, with new data from Paymentshield pointing to stronger engagement and higher conversion rates.
Paymentshield reported a 36% year-on-year increase in adviser referrals for home and landlord insurance between January and December 2025, compared with the same period in 2024.
The data also shows that referred business is significantly more likely to convert. Advised telephony referrals converted at an average rate of 40%, double the 20% conversion achieved where advisers arranged general insurance directly through Paymentshield’s Adviser Hub.
CHANGING PREFERENCES
The increase in referral activity reflects broader shifts in adviser preferences. Paymentshield’s 2025 Adviser Survey found that almost one in three advisers, or 30%, said their preferred way to offer general insurance would be through a referral service rather than handling the conversation themselves.
Most advisers are opting for Paymentshield’s telephony referral service, which connects clients to a fully advised telephone conversation with a specialist team. So far this year, 62% of referrals have been made through telephony, compared with 38% via the online self-serve journey.
Consumer sentiment appears to support this approach. YouGov research commissioned by Paymentshield in September 2025 found that 47% of the 2,607 UK adults surveyed would prefer to receive advice when buying home insurance, rather than managing the process alone.
The referral service is also bringing general insurance income into firms that do not typically sell GI. During 2025, 152 firms that did not arrange GI directly referred clients to Paymentshield, creating an additional revenue stream while still ensuring customers received specialist support.
Nasar Hussain, director of intermediated household at Paymentshield, said: “It’s fantastic to see more advisers recognising the value of referring general insurance. We understand that for some advisers, it’s not always possible to have a detailed GI conversation with every client — that’s where we can help.
Referring ensures clients receive the expert guidance they need, while advisers maintain continuity of service and still benefit from the additional income.
“Assuming a policy remains in place for four years, advisers can earn an average of £280 per home or landlord insurance referral. That’s income which might otherwise be lost, so it’s great to see so many advisers embracing the opportunity.
“We’re also encouraged that the vast majority of referrals continue to be for advised telephony conversations. While digital options suit some customers, our research shows there’s still strong consumer demand for advice — and we firmly believe advised GI delivers the best outcomes for clients.”
