I see three clear reasons to be cheerful about AMI’s Viewpoint 2025 The Next Chapter. Despite the fact that, at first glance at least, it appears to be a bit of a mixed bag of findings.

First, the report calls on advisers to strengthen protection conversations so that they are firmly anchored around key life events, saying that advisers need to build a clearer link in consumers’ minds around the purpose and role of protection.

The reason for the call to action? Once again, the doggedly persistent issue of what customers remember from their conversations with advisers and the conversations advisers actually had with them isn’t matching up. As has been the case in each of the previous years’ findings.

The 2025 AMI Viewpoint findings show 99% of advisers ask their clients about protection when arranging their mortgage. Yet only 39% of all mortgage holders recall their adviser talking about protection.

The positive to take from that 39% figure is that it has increased 3% on the number who recalled the conversation when the research was conducted last year (36%).

However, the cloud which comes with that silver lining is still far bigger than it ought to be. But I see a positive here, too.

There are a whole host of practical steps which can be taken to make protection conversations more memorable. Where advisers can create great experiences for their clients and in the process build lasting relationships.

And it all starts with the meaningful human interaction mentioned in the report. The second reason to be cheerful – but with the caveat that there’s work to be done to ensure clients see and feel the benefits of that human interaction.

While trust amongst the under-35s for AI to answer protection questions stands at 54% and to provide suitable recommendations rises to 57% (looking at all adults, that confidence drops to 35% in both cases), only 27% trust AI to help them make final decisions. The majority of people still want human help; it just happens to come further into the process than we might have been used to.

As the report succinctly puts it the future of the sector depends on a hybrid approach, combining technology with meaningful human interaction.

Acknowledging the human in those interactions ensures AI remains a valuable tool for driving efficiencies in firms and prevents it from being in competition with advisers.

In listening to our members, we recognised over a year ago that while knowledge and expertise are strong among our members, there is nonetheless clear appetite for building on existing strengths when it comes to customer conversations. Something we applaud, as well as support. The best advisers never stop wanting to learn.

Networks need to be investing in their members’ success and empowering them to refine their approach. Specifically, providing them with the practical tools to better understand different personality types, communication styles, and strategies to enhance customer interactions.

An integral part of that training on language techniques and how to reframe choices to build customer trust and clarity. Ideally, alongside training on how to master customer experience frameworks.

Put all of that into practice and advisers will be equipped to focus on relationship building and catering to individual needs. In the process, not only creating a better and longer relationship but also a tailored care package rather than simply mortgage or protection advice.

Among that same AI-trusting cohort of under-35s lies the third reason to be cheerful, because there is consistent recognition of a potential future need for protection across all types of cover. Helped in part by individuals offering frank accounts on social media platforms of the day-to-day reality of critical illness.

When AI has the potential to compete with advisers, being able to bring it right down to the human level is a crucial differentiator. If your network isn’t already investing significant sums in skills development programmes and dedicated teams delivering those programmes, then you might want to ask them why on earth not?

John Scrivens is head of sales at Stonebridge.