This is where the psychological value of insurance becomes clearer. A protection policy can help preserve more than income. It can help protect independence, stability and a sense of security at a time when people may feel most vulnerable. It can reduce the likelihood of someone returning to work before they are ready, drawing down savings they had built for another purpose, relying on a partner or family member, or turning to credit to bridge the gap.
More importantly, insurance protects the essentials: the ability to stay financially stable, stay in the family home, and continue covering day-to-day living costs.
Financial pressure during recovery can also place strain on relationships, routines and overall wellbeing. For many people, being unable to contribute financially can affect confidence and self-worth.
Knowing there is a financial safety net in place can help people focus on recovery rather than immediate financial pressure. For many clients, the ability to continue contributing to household stability is closely tied to confidence and peace of mind.
The challenge for the industry is that many consumers still underestimate the risk. Bruised Britain # 2 highlights a clear gap between perception and reality: more than one in four people think they are unlikely to suffer an accident, despite the scale of accidentrelated time off work. Older generations appear particularly sceptical about their own risk, while younger adults are often more alert to how modern life, sport, smartphones or flexible working could increase their exposure.
There is also a protection gap, National Friendly’ s research found that 7 % of UK consumers currently have Income Protection, while 4 % have Accident Only Income Protection. Awareness remains low, particularly among older groups and manual workers. Among manual workers, just 4 % have Income Protection and only 1 % have Accident Only Income Protection, despite this group often facing greater practical consequences if an accident prevents them from working.
For advisers, this creates an important opportunity. The conversation does not need to begin with worst-case scenarios. In fact, Bruised Britain suggests it may be more effective to talk about everyday resilience: what would happen if a client could not work for two weeks, six weeks or longer? Would they use savings, rely on a partner, borrow from family, take on debt or cut back on essentials?
Would they feel financially prepared for that disruption, or would recovery quickly become overshadowed by financial concerns?
This practical framing can make protection feel more relevant and less remote. It can also help overcome common misconceptions around cost, value and claims. Consumers would not think twice about their Netflix subscription, their weekly coffees or their Spotify cost, but would think carefully about the cost of insurance. The perceived value is perhaps harder for consumers to understand because they don’ t immediately see the benefit of having it in place. This is heightened in a modern environment where costs are rising and households are scrutinising spending closer than ever.
Flexibility will be key. Bruised Britain # 2 found strong appetite for menu-style, build-your-own protection, particularly among younger consumers, with 71 % of Gen Z, 75 % of Millennials and 56 % of Gen X finding this approach appealing. That matters because customers are not all starting from the same place. Some may be ready for comprehensive Income Protection. Others may need a simpler, more affordable first step onto the protection ladder.
For National Friendly, products such as Accident Only Income Protection and Friendly Shield play an important role in that journey. They enable better accessibility to protection, while introducing broader conversations about income, health, family and financial confidence.
Ultimately, protection insurance delivers more than financial support. It provides reassurance, stability and a greater sense of control during uncertain times. For advisers, recognising that emotional value may be key to helping more clients understand why protection matters in modern society.
See what’ s driving protection interest
June 2026 | 19