The Intermediary – March 2026 - Flipbook - Page 78
P RO T E C T I O N
Opinion
The art of effective
questioning
M
any believe that
technological
advancements are
slowly eroding,
and in some cases
even removing,
the art of conversation. While digital
channels like chatbots and automated
emails offer convenience and speed,
there’s still a strong desire for genuine
human interaction, as a real person
oen provides security and comfort.
This is particularly true when it
comes to making financial decisions.
We know from consumer research
we conducted last September – via
YouGov, with 2,067 UK adults –
that ‘cover anxiety’ is an issue for
customers who buy insurance online
without receiving advice.
Nearly a quarter (24%) of
respondents admied they have had
doubts about their cover when they’ve
purchased home insurance online,
rising to a third when people have
purchased via a price comparison site.
This is a real opportunity for
advisers. A considered, one-on-one
conversation can remove uncertainty,
provide reassurance, relieve these
anxieties and add real value.
Missed opportunities
Mastering the art of questioning
is something that can set advisers
apart. In our 2025 adviser survey, half
(50%) said they miss opportunities
to sell. What’s more, almost
the same number reported that
they’re concerned about the rise of
‘finfluencers’ as an alternative source
of advice.
With increased competition coming
from several areas, advisers need to be
laser- focused on their relationships
with clients and the value they add.
So, what should advisers be asking
during a general insurance (GI)
protection conversation?
A good opener is always ‘would
you like me to take care of your home
insurance quote for you?’. No one likes
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The Intermediary | March 2026
dedicating time to sorting out their
home insurance, especially during an
admin-heavy property transaction.
By taking this job off their hands,
you ensure they don’t rush the process
and instead receive the focused
aention needed to secure the right
home insurance for their situation.
Once the door is open, a simple but
effective question is: ‘what do you
expect the policy to cover for you,
should you need it?’. This cuts to the
heart of what is important to them and
allows you to tailor the conversation
(and the policy) to their needs.
It also enables advisers to challenge
any assumptions. Many people,
for example, may assume elements
such as home emergency, accidental
damage and personal possession cover
are included as standard, so explaining
what is and isn’t included in a standard
policy is vital.
It’s also worth checking if the client
has any immediate renovation plans
that could change the property’s risk
profile. Ask if they plan to extend
in the near future, or add an extra
bathroom or toilet, and explain that
they may need to notify their insurer.
This creates a potential touchpoint
later in the year, and shows that
you’re invested in their long-term
financial health, not simply trying to
make a sale.
And don’t forget questions that
facilitate a conversation about other
forms of protection beyond home
insurance. Consider asking ‘what
would happen if your income stopped
for six months’, which creates the
opportunity to cross-sell and discuss
mortgage and income protection.
Tweaking questioning
For remortgage and product transfer
clients, lines of questioning will
naturally be slightly different.
The adviser survey mentioned
earlier revealed that one in five
advisers ‘rarely or never’ discuss GI
with this group.
NASAR HUSSAIN
is head of intermediated
household at Paymentshield
One of the most common blockers
is the client already having an existing
policy. However, this may no longer
meet their needs and could be leaving
them exposed. Advisers can therefore
add value by offering a review.
The first step is to ask remortgage
and product transfer customers
for a copy of their existing policy
to enable like-for-like comparison.
Then, ask questions such as: have you
bought any big-ticket items recently?
Has your home undergone any
renovation or extensions recently?
Do you ever work from home? Do you
have children?
Another effective approach
is to use questioning to educate
customers on changes they might
not be aware of. Rebuild costs have
risen drastically in recent years. As a
result, underinsurance has become
increasingly common.
Advisers could ask: ‘have you
ever checked whether your home
insurance would cover a full rebuild’.
This helps ensure customers are
not leaving themselves financially
exposed, and also gives advisers the
chance to discuss upping limits.
Even if the policy is still meeting
the client’s needs, check whether it’s
still competitive. Offering a review
could even save the client money while
providing the same level of cover.
With the right questioning, advisers
can build long-term trust, loyalty, and
valuable relationships.
Of course, not everybody has
the appetite or resource to have
these conversations with clients
consistently. In that case, one very
simple question – ‘would you like me
to refer you to our trusted partner?’ –
is all it takes to ensure your client gets
a quote that is tailored for them. ●
