The Intermediary –- May 2026 - Flipbook - Page 29
P RO T E C T I O N
In focus
It’s not about what
the policy costs
I
n a market where comparison
sites are well visited and used,
and price is oen the first
thing customers see, it’s easy
to treat home insurance like
a commodity.
Policies are lined up, sorted from
cheapest to most expensive, and a
decision is made in seconds. But that
approach can miss the fundamental
purpose of insurance.
Because when something goes
wrong, the price you paid becomes
irrelevant. What maers is whether
the insurer responds and how well.
The illusion of ‘cheap’
Many homeowners start their journey
focused on saving money, and on the
surface that makes sense, especially
in a cost-conscious environment. But
what oen isn’t visible at point of sale
are the compromises and risks that sit
behind lower premiums.
These can include:
Lower limits on common claims like
escape of water
Higher excesses
Restrictions or less cover on
alternative accommodation
Narrower definitions of what
is covered
The issue is that these differences
rarely maer, until a claim happens.
And by then, it’s too late to change
the policy.
Interestingly, when you look
at customer feedback on review
platforms like Trust Pilot for firms like
Safe&Secure Home Insurance Services
Limited, the conversation shis away
from price alone.
Across thousands of reviews,
customers consistently highlight
something different: understanding
and having confidence in their cover.
For example, one reviewer
explained that their adviser “talked me
through everything clearly… and gave
honest opinions about what would
actually be useful.”
Another noted that although they
had seen a slightly cheaper option
elsewhere, they chose not to take it
because they felt they were geing
“much beer cover” for their needs.
That distinction is critical.
Customers aren’t just buying a policy;
they’re buying reassurance that it will
work when needed.
One of the strongest themes
running through Safe&Secure online
reviews is the value of advice.
Customers frequently mention:
clear explanations of cover; time
taken to understand their situation;
and guidance on what is and
isn’t important.
In one case, a customer described
how an adviser “went over all
the salient points” and ensured
they understood the policy
before proceeding.
Another said they felt “completely
safe in my home” aer the
conversation, not because it was the
cheapest option, but because they
understood what they had bought.
This highlights a key factor:
confidence comes from complete
clarity, not cost.
Price still matters
This doesn’t mean price is irrelevant.
In fact, many Safe&Secure customers
still report achieving competitive
premiums or even significant savings.
But the difference is how those
savings are achieved.
Rather than stripping out cover,
the process focuses on: matching the
policy to the property; removing
unnecessary extras; and ensuring key
risks are properly protected.
In other words, it’s about value, not
just cost.
The gap between cheap and
appropriate cover becomes most
obvious in a claim.
Take a common example: a water
leak causing £15,000 worth of damage.
A cheaper policy might: cap trace
and access at a low level; limit repair
STEPHANIE DUNKLEY
is development director at
Safe&Secure Home Insurance
Services Limited
costs; and apply a high excess. A
more suitable policy may: cover
the full investigation and repair;
provide alternative accommodation;
and handle the claim with
fewer restrictions.
At that point, the difference in
premium (oen just tens of pounds)
becomes insignificant compared to
the outcome.
The role of the broker
What the feedback on Safe&Secure
Home Insurance Services Limited
demonstrates is the growing
importance of broker advice,
especially in an increasingly complex
market and in an economic climate
where the customer also needs to save
money where they can.
Some of the pros that customers
repeatedly reference include:
Not feeling pressured
Being given options
Having decisions explained in
plain English
As one reviewer put it, the process was
“not at all pushy” and allowed them to
make their own informed decision.
That’s the real difference between
merely selling a policy and delivering
a recommendation.
A shift in mindset
Ultimately, the home insurance
conversation is best when it moves
away from “What’s the cheapest
option?” and towards “What happens
if I need to claim?”
Because insurance is one of the few
products where the true value isn’t
realised at the point of purchase, but at
the point of real need.
It’s not about what the policy
costs, it’s about what it pays when
you need it. ●
May 2026 | The Intermediary
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