Protection sales are on a firm upward trajectory, with new figures from Primis revealing that 95% of advisers surveyed in May had seen an increase in activity across the sector.
According to the network’s poll, advisers largely attributed the growth to heightened awareness of the need for cover in the wake of the pandemic, with 69% citing increased buyer interest post-Covid as a driving factor.
A further 10% noted that improving affordability had also played a role in encouraging more consumers to take out policies.
Among the products seeing the most traction were life insurance, income protection and critical illness cover. Advisers also reported rising demand for family protection and private medical insurance, suggesting a broader trend towards safeguarding health and financial wellbeing.
OPTIMISM
Sentiment across the adviser community remains notably bullish. The same survey found 95% of respondents felt optimistic about the future of the protection market, suggesting that growth may be sustained through the remainder of 2025 and into 2026.
Craig Hall, director of strategic partnerships at LSL Financial Services, said the findings reflected a growing understanding among consumers that protection should be considered independently of mortgage arrangements.
“It’s great to see that customers are recognising the increasing importance of protection, above and beyond their mortgages,” he said.
“2025 has been publicised as a big year for mortgage maturities, with the second half of the year seeing the majority of the activity. This trajectory will continue into 2026.
“We have also seen an increase in purchase activity during the first half of the year following reductions in the base rates, SWAP rates and mortgage pricing, which reduces borrowing costs providing more disposable income to address protection needs.
“Whether borrowers are coming off five-year deals or two-year deals, they are likely to see their monthly repayments vary significantly, some borrowers may face payment shocks whilst others will see a reduction in their monthly mortgage payments.
“This highlights the need for independent mortgage and protection advice.”
