The Intermediary –- May 2026 - Flipbook - Page 11
"He says he's responsible, but he doesn't have any income protection"
months, or a client who used income protection
is to begin with vulnerability: what income
to keep their home – are far more powerful than
supports their lifestyle, who depends on it, what
abstract percentages.”
Digital communication – emails, messaging,
short videos, and interactive tools – can help
make information accessible. But this is not just
about convenience. It is about building trust and
fixed costs exist, and what would happen if that
income changed or stopped entirely.
"From there, the protection discussion becomes
practical rather than abstract.”
making protection feel relevant to the client’s
Making products accessible
real life.
Product innovation is playing a vital role in
Adapting the advice approach
products – short-term income protection,
bridging the generation gap. Flexible protection
For brokers, the opportunity is clear: to differentiate
modular cover, reviewable benefit levels – make it
themselves in a competitive market by becoming
easier for younger clients to start small and adapt
the go-to for younger clients. This means adapting
as their circumstances change.
conversations, using digital tools, and focusing on
education rather than the hard sell.
Smith says: “With younger clients I’ve adapted
Lakey says: “Flexible protection products
have made a big difference, especially for
younger clients who might be unsure about
my approach to focus on what’s realistic for
committing long term. Being able to adjust cover
them now, rather than trying to cover everything
as circumstances change gives people more
at once. It’s about starting with what’s most
confidence to get started.”
important and building from there. Every case is
“We’re seeing more flexible products,” Schofield
specific to the client, and no two situations are
agrees. “Policies that are more adaptable to
the same.”
changing circumstances, which suits younger
Schofield adds: “Rather than starting with
‘life cover’, we often start with protecting their
people whose lives move quickly.
"[There is a] greater focus on added-value
income and their ability to pay the mortgage or
benefits. Things like virtual GPs, mental health
rent. That feels more immediate and relevant.
support, and rehabilitation services.
“We offer video calls, shorter virtual check-ins,
“These are particularly relevant to younger
and online document sharing, which fit better
clients who value wellbeing and access to services,
around their work and life.”
not just cash payouts.”
Mohammed highlights the importance of
This flexibility can help protection grow and
finding the right ‘in’, saying: “A better approach
change as the customer does, Mohammed adds:
p
May 2026 | The Intermediary
9
