Most consumers still value advice when buying insurance, even though many prefer to do their own research, figures from The Exeter have shown.
When people were asked how they would research insurance, 42% said they would talk to a financial adviser either on the phone or in person.
Comparison sites were the top option for 59%, with 45% also looking at individual insurance companies online.
Among 25 to 34-year-olds, 14% said they would consider the views of influencers or media experts, and 10% would use artificial intelligence (AI) tools.
This age group was also the most likely to want advice from an adviser, with 54% saying they would seek expert input.
Most people felt confident about buying insurance, with 74% saying they understood the products and how to purchase them.
Even so, 64% preferred to buy insurance after getting advice from a mortgage, wealth, or financial adviser.
Only 36% wanted to buy without any advice.
Among those who had used a mortgage, wealth, or financial adviser, 82% said their experience was either ‘excellent’ or ‘good’.
Older consumers were the most likely to want a digital-only journey.
Half of 55 to 70-year-olds said they would prefer to buy a policy online with no contact from a company or adviser.
Jamie Page, head of protection distribution at The Exeter, said: “Different generations are now engaging with insurance in very different ways.
“Whether someone turns to a comparison site, an influencer, or an AI tool, it shows that people care about making the right decision when it comes to purchasing insurance products – they’re just doing it on their own terms.
“While online resources or AI-powered tools can help people get started, these findings highlight the important role that advisers play throughout the purchase journey.”
Page added: “It’s also clear that when someone speaks to an adviser, their experience is hugely positive.
“As an industry, we need to be present for people wherever they wish to engage with our products.
“That means offering a mix of human and digital support to suit all preferences.”
He said: “Ultimately, we want more consumers to feel empowered and informed about insurance – and advisers are playing a pivotal role in making that happen.”
