95% of surveyed advisers have reported growth in protection sales, the latest Primis data has revealed.
The poll carried out in May showed that 69% of responders believed greater awareness of the need for protection cover post Covid had driven greater buyer interest and the additional sales with a further 10% also attributing improving affordability as a factor.
Top among the products being taken up was life insurance followed by income protection and critical illness.
Family protection and private medical insurance also featured among the products becoming areas of increased focus from customers.
Confidence among the advisers surveyed remained unanimously high, with 95% reporting optimism for the future of the market.
Craig Hall, director of strategic partnerships at LSL Financial Services, said: “It’s great to see that customers are recognising the increasing importance of protection, above and beyond their mortgages.
“2025 has been publicised as a big year for mortgage maturities, with the second half of the year seeing the majority of the activity. This trajectory will continue into 2026.
“We have also seen an increase in purchase activity during the first half of the year following reductions in the base rates, swap rates and mortgage pricing, which reduces borrowing costs providing more disposable income to address protection needs.
“Whether borrowers are coming off 5-year deals or 2-year deals, they are likely to see their monthly repayments vary significantly, some borrowers may face payment shocks whilst others will see a reduction in their monthly mortgage payments.
“This highlights the need for independent mortgage and protection advice.”
