The Association of Mortgage Intermediaries (AMI) has launched its 2025 Protection Viewpoint Report which reveals a disconnect in how UK consumers engage with protection insurance.

Despite living in an increasingly digital world, the research exposes critical drop-off points in the customer journey while highlighting that consumers across all age groups continue to value human connection.

AMI’s study of 3,000 consumers found that almost one in five (18%) of all British adults have started the protection journey but abandoned it – a figure that rises to 25% among under-35s. The drop-off points during the pre-application stage are stark:

Nearly half (47%) abandon the process after receiving a quote, with older consumers (55+) and men showing even higher dropout rates (56% and 52% respectively) at this stage.

A quarter (26%) leave after the initial application stage, and a fifth (20%) drop out at the very beginning, after just researching options.

The online channel dominates as the entry point for consumers when they start the protection journey, with only 24% starting the process by speaking to someone in person.

Often starting the journey at multiple touchpoints, 31% began via a specific website, another 31% via price comparison sites and 26% via an online search engine. This digital accessibility has not always translated into completion – suggesting that multiple touchpoints, not just one-click convenience, are essential.

The Viewpoint Report, developed with partners The Exeter, Legal & General and Royal London, asked consumers how important human connection is to them at three key stages of the protection buying process.

Around 70% of consumers said it was important at each stage, even the youngest respondents. This challenges the assumption that digital natives favour AI over human-led advice.

Commenting on the findings AMI chief executive Stephanie Charman 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.

She added: “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.”