The report will officially launch at a virtual event on Wednesday 5 November at 9am in a session open to advisers, firm leaders, networks, insurers and technology partners across the industry.
Drawing on responses from 3,000 consumers, the research reveals a strong link between the current economic climate and people’s emotional responses to financial decision-making. More than three in four (78%) said today’s economic conditions have had an emotional impact on their financial decisions, with over half (51%) describing this as a 'big impact'. Younger generations are feeling the strain most, with 82% of Gen Z and 85% of Millennials reporting emotional pressure as a result of the economy. Mortgage holders were unsurprisingly strongly affected with over half (54%) citing a 'big impact' - but renters, 57% of whom said they felt a big impact, were worse affected.
Parents, too, were affected - 87% overall, with 63% saying the economic climate was having a big impact.
To understand how these emotional factors translate into real-life protection decisions, AMI conducted follow-up interviews with consumers. Many participants described feeling uncertain about the future amid rising costs, inflation and job insecurity, with one participant, a 32-year-old homeowner from North West England, reflecting: “I feel anxious. I don't know how things will be in 12 months’ time. I’m part-time after having children and my partner is full-time. Bills are going up, but our wages aren’t keeping pace, and we now have the cost of two children as well.”
Developed in partnership with The Exeter, Legal & General and Royal London, the 2025 Protection Viewpoint Report revisits key questions from previous years while examining how consumers approach the protection buying journey today, the influence of social media, and the opportunities emerging technologies can create when paired with strong human advice.
Stephanie Charman, Chief Executive of AMI, said: “Our Protection Viewpoint launch is all about turning insight into action. These findings show just how significantly age and life stage shape people’s financial mindset — and highlight the vital role of protection advice in building confidence about the future.
"The 5 November launch is an opportunity for the entire industry to hear directly from consumers, explore emerging trends, and reflect on six years of findings. Most importantly, it’s about helping advisers and providers translate insight into practical tools that strengthen the protection market.”
The virtual launch event will unveil the full report, combining data, consumer perspectives and adviser insights. Registration is now open for the online launch of the 2025 Protection Viewpoint Report.
