The Intermediary –- May 2026 - Flipbook - Page 24
In Profile.
Q&A
L&G
Jessica Bird speaks with Julie Godley, director of
intermediary for L&G’s retail protection division, about
how to reframe the protection conversation
A
s a former mortgage and
protection broker, with a
background deeply rooted
in financial services and
intermediary mortgages on both
sides of the advice-product coin, Julie Godley is
able to “intrinsically understand intermediaries,
how they work, what their barriers are [and] what
customers need.”
Now in her current role as director of
intermediary for L&G’s Retail Protection business,
Godley brings this insight to bear when it comes to
furthering the cause of protection among brokers
and their clients.
The Intermediary sat down with Godley to
discuss what brokers need from protection
providers, changing customer demand, and how
L&G is adapting to the modern market.
What brokers want
Reflecting on her time in the industry, Godley says
that while broker and customer needs are nuanced
and evolving, one key want that has emerged is a
seamless journey. This must, she adds, go further
than just the point of sale.
Godley explains: “It has to be seamless from
the second that they get that customer in front of
them, right through to claim.
“Ultimately, that’s the moment of truth where
the work that they’ve done upfront really cements
that relationship.
“Brokers are selling their clients something that
they hope they don’t ever have to claim on, but
should they have to, it has to be seamless.”
For brokers, protection is not just about placing
a policy, but trusting that the provider will go on to
deliver when the customer needs it most.
For L&G, this has fed into an ethos of “making
ourselves really effortless to do business with.”
This means technology optimisation and
digital journeys throughout, a state of play that
is becoming increasingly expected from both
customers and brokers.
Indeed, with the claims process now fully
digitalised, around 70% of L&G’s customers submit
claims digitally.
However, this does not mean the disappearance
of the human touch. In fact, Godley says that “the
human element of advice is becoming ever more
important in the age of technology.”
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The Intermediary | May 2026
She adds: “Advisers need to emphasise the art of
connection, making protection feel really personal
for that customer, relevant to them, and essential.
“Technology plays its role, but that
human connection is where you’ll get that
deep understanding of why they need to look
at protection.”
“There are parts of the broker journey where
we can use tech and [artificial intelligence (AI)]
to enhance speed and efficiency, and support
the brokers to actually spend more time with
those customers.”
Changing perspectives
As brokers take on ever more complexity and
responsibility, consumers face persistent inflation,
high interest rates and cost-of-living pressures.
This is a tough combination for those trying to do
their best for their clients.
With the Financial Conduct Authority’s (FCA)
Market Study still a major focus for insurers
and advisers, there’s been limited proposition
development in the market. However, there is a
need for insurers to continue providing flexible
products that adapt to life’s changes, as well as
supporting customers digitally.
Godley also points to a more holistic approach
to financial planning, focusing on “whole of
life solutions,” particularly as factors such as
Inheritance Tax (IHT) changes lead people to
integrate protection with wealth and estate
planning, and mortgage brokers to expand their
proposition into wider wealth advice.
During a time of increased financial pressure and
uncertainty for customers, many advisers might
find it difficult to introduce a conversation about
protection, which might be viewed as yet another
outgoing at a time where wallets are squeezed.
However, Godley explains that with the right
advice and robust ongoing conversations, advisers
can prevent protection from being “reduced to a
cost-only decision.”
Customers are arguably also increasingly aware
of the importance of these products, as a result of
the events of recent years.
The pandemic, for example, gave many people
an insight into the impact of abrupt changes to
health and income.
In addition, while income protection (IP) has
previously lagged behind other products in terms
