It’s been almost a year since the Covid-19 virus reared its ugly head and changed the world as we know it. While the protection industry has certainly felt its impact, there are a range of ways advisers can continue – and improve – their care and counsel for new and existing customers.

Here are five lessons I’ve learnt, which have helped me and my clients enormously since this whole ordeal began.

Insurer selection is essential

Some underwriting decisions that used to go through quickly are now being delayed with an increase in postponed, rated and declined cases. As an adviser you provide a far better customer journey by understanding the client’s medical situation and matching it with the insurer who will serve them best, regardless of which insurer may seem to have the cheapest premium to start with.

Empathy is more important than ever

With the economy struggling, not everyone has the money they once had to get the full life/critical illness cover/income protection combination. Being sensitive to budgets and flexible with affordability is key.

 Be there for your existing clients

Even if you set up their cover ages ago, it is still part of an adviser’s duty to serve as a trusted resource if a client has questions about the different options available to them. And if a client wants to cancel cover because they can no longer afford it, we should help them understand the alternatives. Payment holidays, career breaks or lowering the amount of cover to reduce premiums are all better options than just cancelling a policy and getting rid of cover all together.

Keep up to date with industry developments, underwriting changes and new products

It is important to keep abreast of new products coming onto the market, such as Legal & General’s new executive income protection and low start offerings, AIG’s stripped-down critical illness policy and Vitality’s simplified life plan.

We are all sometimes guilty of being stuck in our ways and using the same insurers without giving new options a chance. This virus has shown how crucial it is to remain flexible and stay well-informed.

Do everything you can to expedite underwriting decisions

If your client has consultant letters, test results or anything at hand which could eliminate the need for a GPR, you should be providing that as supplemental material on the back of submitting the applications. It makes the customer journey seamless and gets the policies on risk faster.

LifeSearch senior adviser Ben Burgess