By David Russell, Senior Manager/Product Owner Underwriting & Claims Strategy
In 2025, underwriting is a gateway to clearer client outcomes—faster decisions, fewer delays, and more certainty at the point of sale. It’s where adviser expertise meets insurer innovation. If you’ve ever had a protection case stall, get declined, or come back with unexpected terms, you know how crucial underwriting is to your advice process. But in 2025, underwriting isn’t just a back-office function – it’s a strategic part of how you deliver value to clients.
So, let’s cut through the noise and focus on what really matters to you.
What actually drives underwriting decisions?
You’re probably asking: “What’s going to trigger a loading, an exclusion, or a decline?”
The short answer: it depends on the insurer—but there are patterns.
Medical history can have a significant impact on underwriting decisions. Advances in online underwriting over the last decade have resulted in the majority of applications being accepted at point of sale with no need for further supporting evidence but some complex medical conditions such as cancer or heart disease will still require a GP or specialist report to be obtained. Occupation matters too. A scaffolder or offshore worker will face different terms than a desk-based accountant.
Advisers often experience these differences. For example, a 42-year-old client who has a history of Type 2 Diabetes. One insurer may decline the application outright, another may offer a policy with a significant premium loading, while a third might provide cover with a moderate loading after reviewing specialist reports. These variations highlight how underwriting approaches differ for complex medical conditions.
As the protection industry continues to evolve, the role of underwriting is undergoing a quiet revolution—driven by data, digital innovation, and a renewed focus on adviser and client experience. At Scottish Widows, we are enhancing adviser support and improving client outcomes. Over 70% of applications now receive an instant decision—minimising delays and reducing the need for manual referrals1.
We’ve streamlined our question sets and optimised journeys to reduce adviser administration and improve quote-to-cover conversion. Our underwriting engine is continuously updated, enabling more nuanced decisions without compromising speed.
We’re committed to making it easier for advisers to do business with us—whether that’s through better underwriting tools, clearer outcomes, or faster feedback loops. That’s a clear sign of progress and a more nuanced approach to underwriting.
Choosing the right insurer can dramatically change the outcome for your client. The key? Using an underwriting decision tool to check the outcome before applying.
How much detail do I really need from clients?
“Do you need to go deep on every medical detail?” Yes—and no. You don’t need to be a doctor, but you do need to ask the right questions. Mental health, in particular, is a hot topic. Many clients are open about anxiety or depression, but not all insurers treat those disclosures the same. The more detail we receive about an applicant’s medical condition, the more likely we will be able to offer a quick and accurate decision. Our online application is specifically designed to maximise point of sale decisions even for more complex decisions. The use of reflexive questioning written in customer friendly language ensures we elicit accurate responses with the right level of detail. Many advisers find that leaning on pre-underwriting support or helplines can smooth out the process—these resources exist to make things easier when questions or concerns arise.
“In 2025, Scottish Widows delivered instant decisions in over 7 in 10 Life and CI cases1 – reducing friction and helping advisers move from quote to cover in minutes, not days. Our underwriting engine is designed to minimise manual referrals, enabling more consistent and inclusive outcomes for clients with complex histories.”
How do I keep the process smooth for my client?
Scottish Widows’ underwriting decision tool supports over 10,000 disclosure combinations2, helping advisers navigate sensitive topics with confidence and clarity. It’s not just about asking the right questions – it’s about knowing how those answers will be treated.
You’ve probably had clients frustrated by delays or intrusive questions. So how do you keep them onside?
- Set expectations early. Let them know what might come up. Explain why certain questions are asked, especially around mental health or family history.
- Stay close during medical evidence requests. Clients often need reassurance. If you have a case stuck waiting for a GP report. You can call the surgery directly to help your client chase it and get it moving.
Our underwriting questions are designed to be empathetic and time-bound— the majority focusing on the last 5–10 years to avoid unnecessary distress. And with 24/7 digital access, advisers can track progress and support clients in real time.
What do underwriting outcomes actually mean for my advice?
You know the basics: standard terms, loadings, exclusions, declines. But what do they mean in practice?
Loadings may make a policy more expensive but will ensure that a comprehensive policy is in place, often when it is needed the most. Where possible we will look to apply premium reductions when an exclusion is applied in order to maintain fair value for the customer, but you can adapt your advice to ensure they have the correct protection in place.
An exclusion doesn’t necessarily undermine the value of the cover.
What tools can I use to make this easier?
If you’re not using underwriting decision tools or helplines, you’re working harder than you need to. Scottish Widows supports advisers with:
- An underwriting decision tool that handles over 10,000 disclosure combinations2
- Participation in UnderwriteMe, Iress, and iPipeline platforms for transparent decisioning
- Point-of-sale decisions in over 70% of cases in 20251
In addition to our underwriting decision tool, advisers benefit from direct access to underwriters for complex cases—ensuring that complex disclosures are treated fairly and quickly.
What’s new (and worth watching):
Digital underwriting is speeding things up. Wearables and health data are being used to personalise premiums. Mental health is being treated with more flexibility and Neurodiversity is on the radar.
What is certain is that underwriting will continue to evolve.
How do I add value to the underwriting process?
This is where you as advisers shine. Prepare clients for what’s coming.
Helping clients navigate the underwriting process involves setting clear expectations and providing transparent communication. For instance, you might explain the potential need for medical reports or additional documentation upfront to avoid surprises. This proactive approach fosters trust and ensures clients feel informed and supported throughout the process.
- Position cases with the right insurer.
Not all insurers treat cases identically and knowing the differences can be crucial. By understanding each insurer’s underwriting guidelines and preferences, you can strategically position your client’s case with an insurer likely to offer the most favorable terms. This can make a significant difference, especially for clients with unique health histories or complex needs.
- Translate underwriting jargon into real-world implications.
Underwriting terms like loadings, exclusions, and declines can be confusing for clients. Your role is to demystify this jargon and explain what it means for them in practical terms. For example, you might clarify how a loading affects their premium or what an exclusion means for their coverage. This clarity empowers clients to make informed decisions about their insurance.
- Phrase sensitive questions with empathy and clarity.
Instead of asking, “Do you have any mental health issues?” you could say, “It’s important to understand your full health history to find you the right policy.” Although you do need to stick to the question wording to ensure you are asking the questions fully, you can use the accompanying help text boxes online to help explain what is required if needed.
- Revisit previous underwriting outcomes to see if your client’s circumstances have changed.
Where a client is awaiting tests or investigations, our underwriting decision tool may indicate their application may be postponed. However, that doesn’t mean they won’t get cover once the tests and investigations are complete. This gives you as the adviser a timeline—and a reason to stay in touch.
- Build relationships
Regularly check in with your Business Development Managers to stay updated on any changes in underwriting guidelines – they can be your best allies. This relationship can help you navigate tricky cases more efficiently.
Your edge:
When you understand underwriting, you don’t just get more cases placed – you help clients feel seen, supported, and protected. And in a world where trust is everything, that’s your edge.
And when you partner with Scottish Widows, you gain a ally in delivering protection that’s fast, fair, and future-ready.
Why advisers choose Scottish Widows
We combine speed with sensitivity. Our underwriting strategy is built around three pillars:
- Ease: Instant decisions, reduced admin, and streamlined journeys.
- Commitment: A track record in inclusive underwriting, especially for mental health.
- Access: Tools and support that empower advisers to deliver better outcomes.
Sources:
1Scottish Widows Underwriting data, H1 2025
2Scottish Widows Underwriting, 2025
