When you think about protection conversations, what’s the first thing that comes to mind? For many advisers, it’s the financial safety net – the payout that helps clients weather life’s storms. But is that enough to capture the attention of customers today? Or is it time to reframe the conversation?

The reality is stark: over 6 in 10 UK adults have no personal protection in place, often viewing it as an expensive luxury or an afterthought. Yet, these same clients are increasingly focused on health, wellbeing, and convenience. This shift presents a golden opportunity for advisers to rethink how they position protection – not just as a financial product, but as a holistic support system.

The growing appreciation of health and wellbeing

Added-value services are no longer a nice-to-have; they’re becoming central to the protection proposition. Features such as 24/7 GP access, mental health support, physiotherapy, and rehabilitation benefits resonate especially strongly with clients who prioritise lifestyle and wellbeing. These services deliver tangible, everyday benefits that clients can use – not just in a crisis, but throughout their lives.

By highlighting these features, advisers can move beyond the traditional “what if” narrative and instead focus on what’s available now. Imagine positioning protection as a gateway to better health and peace of mind, with the financial payout as an additional layer of security. That’s a conversation that feels relevant, immediate, and valuable.

Reframing the protection conversation

So, how can advisers make this shift? It starts with listening. Understanding a client’s lifestyle, priorities, and concerns allows you to tailor the message:

• For professionals juggling busy schedules, virtual GP services and mental health support could be the differentiator.
• For those in manual roles, fracture cover and rehabilitation benefits may be more compelling than a lump-sum payout.

This approach not only demonstrates empathy but also positions advisers as partners in wellbeing – not just financial planning.

For advisers, embracing this narrative isn’t just good for clients; it’s good for business. Building a protection culture that champions health and wellbeing strengthens relationships, enhances brand trust, and opens doors to new demographics. As Scottish Widows research shows, added-value services are underused and often misunderstood – which means there’s a clear opportunity for advisers to lead the way.

So here’s the question: Are you ready to reframe protection conversations and make health and wellbeing the headline act? Because that might just be the key to unlocking engagement – and ensuring they see protection not as a cost, but as a lifestyle investment.”

Explore our Scottish Widows Care guide to help you demonstrate the value of protection beyond a financial pay-out to clients.

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