Finding the touchpoints With younger generations reaching traditional protection milestones, like getting married, buying a home, and starting a family much later than previous generations, it’s worth rethinking not just what we say about protection, but when we say it. Rather than waiting for these conventional life events, we should consider engaging young people at the moments that matter to them now. Milestones like buying their first car, renting a flat or room in a house share, or starting a first job may not seem like obvious entry points for protection conversations. But these are the times when young people begin to build their financial independence - and start to acquire things worth protecting, whether that’s a car, an income, or a lifestyle. By aligning our approach with the realities of modern life, we can make sure protection feels relevant and valuable, right from the start. How advisers can make it land Here are 5 ways you can make protection feel real for younger clients: 1. Lead with lifestyle Start with “what if you couldn’t work for 6 months?” not “what if you died?” Focus on protecting their lifestyle - not just their dependants. 2. Keep it simple Avoid jargon and use real-life examples. Show how a small monthly cost can make a big difference when life doesn’t go to plan. 3. Make it flexible Young people move jobs, change careers, go freelance. They need cover that moves with them. 4. Be where they are Use social media, podcasts, and digital tools to start the conversation - they’re digital natives and that’s how they like to connect. And start the conversation early - when they’re starting their first job, renting their first place, or setting up their own business. 5. Show them people like them Representation matters, so use advisers and case studies that reflect their age and stage. Young people tend to think they’re invincible, so share stories of young people who’ve claimed. Make protection feel like something for them - not their parents. Final thought Young people don’t need protection because they’re planning for the worst. They need it because they’re building something worth protecting. And if we can help them see that, we’ll not only grow the market, we’ll build trust that lasts a lifetime. 1. Finder, First time buyer statistics UK:2025, March 2025. 2. Statista, Number of economically inactive people due to longterm sickness in the United Kingdom from 1st quarter 2000 to 1st quarter 2025, July 2025. 3. Gov.uk, New Report reveals young people nearly five time more likely to be put out of work, March 2025. 4. FCA, More people have bank accounts but one in ten have no cash savings, FCA survey reveals, May 2025. 11 WINTER PROTECT NEWSLETTER
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