One quarter of under-35s in the UK have started the customer journey with a protection product but abandoned it, new research by the Association for Mortgage Intermediaries (AMI) has highlighted.

The figure sits at 18% for all UK adults, as the AMI’s findings revealed critical drop-off points in the customer journey while highlighting that consumers across all age groups continue to value human connection.

According to the AMI’s 2025 Protection Viewpoint Report, which included the findings of a study of 3,000 consumers, 47% of people abandon the process after receiving a quote, with older consumers (55+) and men showing higher dropout rates (56% and 52% respectively) at this stage.

A quarter (26%) of people said they leave after the initial application stage, while a fifth (20%) drop out at the very beginning, after just researching options.

“Too many consumers are dropping out of the protection buying process,” said chief executive of AMI, Stephanie Charman.

“As an industry it’s important we take the time to review the customer journey more closely. By identifying where pinch points occur and considering where we can signpost to advice, we can help more people get the cover they want and need.”

The AMI also found that the online channel still dominates as the entry point for consumers when they start the protection journey, with only 24% starting the process by speaking to someone in person.

Often starting the journey at multiple touchpoints, 31% of respondents said they began via a specific website, another 31% via price comparison sites and 26% via an online search engine.

Charman added: “Viewpoint is designed to be the start of an ongoing dialogue. This year’s report places an emphasis on clear calls to action, which AMI will be actively driving forward throughout 2026. We encourage industry to reflect on the part each of us plays – it’s vital we continue to work together to meet the needs of consumers and advisers alike.”

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