"This creates an important opportunity for advisers to help clients assess their financial resilience and understand where protection could strengthen their plans."
- Jamie Page - The Exeter
Google Trends analysis by The Exeter found that searches for "financial protection" rose by 130% over the past year compared with the preceding year. Meanwhile, searches for "emergency savings" increased by 950% and searches for "income protection" rose by 30%.
This news comes as The Exeter’s Consumer Health and Finance Tracker found that 18% of UK adults have recently taken at least four weeks off work due to illness, injury or mental health reasons in the previous six months to March 2026.
However, the Tracker also found that just 9% of UK adults currently have income protection insurance, suggesting that this increased interest has not translated into people taking out protection.
Among those who had taken extended leave from work, 23% relied mainly on personal savings for income, while 9% turned to a credit card or personal loan, highlighting the financial impact of being unable to work without sufficient savings or protection in place.
Cost is also becoming a key consideration for people exploring income protection. Searches for "income protection cost" and "how much is income protection" were both classed as breakout terms by Google Trends, increasing by more than 5,000% compared with the preceding year.
This focus on cost comes as many households face increasing financial pressure. The Exeter’s Tracker found that 21% save nothing in a typical month, while 37% feel less financially secure than they did in the six months up to March 2026.
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"As more households feel financially vulnerable, advisers may find that more clients are considering how they would cope if illness or injury prevented them from working," Jamie Page, head of protection distribution at The Exeter, said.
"Savings can provide a useful buffer, but they may not last through a longer period without income, particularly for households already finding it difficult to put money aside.
"This creates an important opportunity for advisers to help clients assess their financial resilience and understand where protection could strengthen their plans. Income protection can provide a regular income while someone is unable to work, helping them keep up with essential costs without having to drain their savings or take on debt."
