The report highlights the need for a stronger customer focus, addressing individual needs and aspirations. In order to achieve this, AMI has also unveiled a four-point action plan aimed at supporting advisers in the evolving protection landscape.  –

The AMI report found that one in four (28%) consumers believe it should take no more than 48 hours from applying for protection to having it in place for someone with no complex health conditions, and a further 25% expect it to take less than a week. Younger consumers tend to have more realistic expectations, with 21% of Gen Z anticipating a 48-hour turnaround compared to 31% of Gen X.

Regarding claims, 44% of consumers expect a decision within a week, and 27% anticipate receiving payment in their bank account within that timeframe.

For the first time, AMI explored advisers’ perspectives on insurer service levels. The results showed mixed views, with no clear consensus on whether service levels have improved or declined over the past one to two years.

The most diverse experiences were around underwriting. While 28% of advisers reported a decline in service, 20% saw improvements. For claims handling, 16% observed worsening service levels, while 12% noted better performance.

The report highlights positive trends in customer retention, with a growing number of advisers actively working to keep protection policies in force. Currently, 65% of advisers are proactively doing something, up from 60% in 2023, with over half (56%) conducting regular policy reviews, and 16% reminding clients of product flexibility and payment deferral options. Among those taking these steps, 44% have seen improvements in customer retention.

While 33% of consumers recalled receiving an annual statement from their insurer, only 16% said it prompted them to review their coverage. Despite consumers believing protection should be reviewed every 13.6 months on average, just 45% with protection have done so in the past year, and 17% have never reviewed their protection at all.

Reasons for not reviewing include unchanged personal circumstances (33%), a lack of consideration (25%), and scepticism about the benefits (15%).

Although annual statements have proved to be a prompt to encourage some consumers to review their policies, many are seeking just the basic policy information from an annual statement.

Some  30% of advisers believe insurers should prompt consumers to review their protection needs, though a greater number (42%) disagree. The majority of advisers (83%) see it as their role to encourage regular reviews.

Commenting on the latest numbers AMI chief executive Robert Sinclair said: “This year’s report underscores the growing role advisers play in keeping protection policies active, with more clients benefitting from regular reviews and tailored advice. However, the data also highlights areas where the industry can improve, particularly in meeting consumer expectations around policy issuance and claims processing. By addressing these gaps and enhancing communication, we can ensure more consumers are protected when they need it most.”

He added: “As we look ahead to the FCA’s upcoming Market Study on the Pure Protection Market, it’s important to recognise that whilst significant, it’s important not to lose sight of our ongoing mission—to ensure UK consumers receive appropriate protection advice every day. This year’s report, ‘Making Protection Personal,’ offers both valuable insights and a four-point action plan designed to help advisers better meet customers’ evolving needs.”