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AMI’s Protection Viewpoint 2024: Making Protection Personal has officially launched – if you missed the live launch event this morning, you can watch it below.
A big thank you to everyone who gave up their time this year to complete the adviser survey. You can read the report in full below, review our four-point action plan and watch consumer qualitative videos, with more great content to come in the near future based on the outcomes of this year’s report.
Based on the results of this year’s survey, we have developed a four-point action plan. We believe this will help provide advisers with the tools necessary to better engage with their customers when discussing protection, and ultimately to grow their business. Click on the images to find out more.
Advisers and insurers need to take time to understand the personal situations and circumstances of each client, before explaining what products are available to them. Relevance and being heard is key.
Most people don’t feel financial advice or protection insurance is accessible to them and they need an expert to explain it to them. Advisers and insurers need to make it easy for them to take out protection insurance, explaining it to them in layman’s terms avoiding jargon and sales speak, which quickly creates mistrust and immediately disengages people.
When it comes to deciding on protection insurance, people want to have a sense of personal ownership over it. Therefore, we would recommend mentioning it as an option early on and giving them time to go away and think about it as opposed to putting them under pressure to decide in the moment. People value patience, calmness and time to consider what’s right for them.
A significant number of people mistrust advisers and insurers. They need extra reassurance on their integrity and intentions that they have the customers best interests at heart. Highlighting how the products can provide help in the worst situations and sharing real life examples can help reassure clients that they have value.
Consumers tell us what bad service looks like when it comes to taking out protection.
Consumers tell us what they expect from the ideal service experience when taking out protection.
Whilst we are getting together more content based on this year’s report, why not take a look at last year’s Protection Viewpoint: The Perception Gap? Watch the launch, read the report and access great resources designed to help advisers engage with consumers and improve their business.
© 2025 Association of Mortgage Intermediaries Limited.
AMI is the trading name of The Association of Mortgage Intermediaries Limited which is a company limited by guarantee, registered in England and Wales under the Companies Acts with number 7982341. Our registered address is Celixir House, Stratford Business & Technology Park, Innovation Way, Banbury Road, Stratford-upon-Avon, Warwickshire, CV37 7GZ.
Please note that we are a trade body and, as such, we do not provide mortgage advice to individuals. If you require mortgage advice, please contact an FCA certified mortgage broker who will be able to discuss your needs and advise you fully of your options.
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