Exploring how advisers can overcome client objections by using empathy, insight and personalised tools to close the protection gap. In today’s uncertain world, protection is more than just a financial product, it’s peace of mind, resilience, and support during life’s challenges. Yet, despite its importance, a significant protection gap remains in the UK. According to the FCA Financial Lives 2024 Survey, just over half of the population (54%) still lack any type of protection insurance.1 Across the industry, we all have a shared responsibility, not just to sell policies, but to educate, empathise, and empower clients. Understanding the rejectors Aviva’s research has identified several key customer segments that are more likely to reject protection. These include: • Young Families (30–45): Often lower earners or part-time workers, they may undervalue their role and see protection as non-essential. • Zillennials (25–30): Independent and carefree, they live in the moment and need early education on financial planning. • Anxious Uninformed (45–65): Financially stretched and overwhelmed, they need clarity and reassurance. • Family/Divorced (30–55): Often cynical or self-reliant, they require trust-building through relatable stories. Each group has unique mindsets and challenges, but they all share one thing in common: they need to see protection as relevant to their lives. From Rejection to Protection: Turning Conversations into Confidence Neil Carpenter Trading Manager, Aviva 08 SPRING PROTECT NEWSLETTER
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