Almost two-thirds of consumers prefer to purchase insurance following professional advice, according to new research by health and life insurer The Exeter.

The survey shows that 64% of respondents would rather buy a policy after consulting a mortgage, wealth or financial adviser, while 36% preferred to proceed without advice. Among those who had taken advice, 82% rated their experience as excellent or good.

Despite the popularity of digital tools, advisers remain central to consumer decision-making. Comparison sites were the most frequently used source of information, cited by 59% of consumers, while 45% said they would research individual insurers online. Advisers came third, with 42% of respondents saying they would seek professional guidance either face-to-face or over the phone.

YOUNGER GENERATIONS

The findings suggest that younger consumers are experimenting with newer sources of information. 14% of those aged 25–34 said they would take note of the views of influencers or media commentators, while 10% said they would use AI tools to help inform their decisions – the highest proportion across any age group.

Yet this same age group was also the most likely to seek professional advice, with 54% saying they would consult an adviser.

Older consumers, however, are more inclined towards a digital-only process. Half of respondents aged 55–70 said they would prefer to purchase a policy online without contact from either a company or an adviser.

Jamie Page, head of protection distribution at The Exeter, said: “Different generations are now engaging with insurance in very different ways. Whether someone turns to a comparison site, an influencer, or an AI tool, it shows that people care about making the right decision when it comes to purchasing insurance products – they’re just doing it on their own terms.

“While online resources or AI-powered tools can help people get started, these findings highlight the important role that advisers play throughout the purchase journey. It’s also clear that when someone speaks to an adviser, their experience is hugely positive.

“As an industry, we need to be present for people wherever they wish to engage with our products. That means offering a mix of human and digital support to suit all preferences.”

The Exeter said the data highlights both the enduring role of professional advice in the insurance market and the growing demand for flexible, multi-channel routes to purchase.