"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"
- Stephanie Charman - AMI
The Association of Mortgage Intermediaries (AMI) has released its 2025 Protection Viewpoint Report – The Next Chapter, revealing that many consumers still drop out of the protection insurance process before completion.
The sixth edition of the study explores how UK adults approach protection products, highlighting a continuing tension between digital convenience and the desire for human guidance.
AMI’s research, based on responses from 3,000 consumers, found that almost one in five (18%) British adults have begun the protection journey but not completed it. This figure rises to 25% among those under 35. The report identifies several key points where consumers tend to disengage before purchase.
Almost half (47%) stop after receiving a quote, with higher dropout rates among older consumers aged 55 and over (56%) and men (52%).
A quarter (26%) leave during the initial application stage.
One in five (20%) drop out early, after researching options but before starting an application.
Although digital entry points dominate, with only 24% of consumers starting by speaking to someone in person, most begin their journey across several online channels. Around 31% use a specific company website, 31% turn to price comparison sites, and 26% use search engines. The findings suggest that multiple touchpoints are more effective than simple convenience when it comes to completing the process.
Human connection remains central
The Viewpoint Report, produced with The Exeter, Legal & General and Royal London, found that human contact continues to play a significant role at every stage of the buying process. Around 70% of consumers said personal interaction was important when purchasing protection, including younger respondents, challenging the idea that digital-first generations prefer AI-led advice.
“Too many consumers are dropping out of the protection buying process,” said Stephanie Charman, chief executive of AMI. “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."
“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.”
Technology and trust in AI
The report also examines the role of artificial intelligence (AI) in the protection market. While 35% of consumers trust AI to answer questions and 35% trust it to make suitable recommendations, confidence rises significantly among those under 35, reaching 54% and 57% respectively. However, only 27% of consumers trust AI to help them make final decisions, indicating a clear limit to its influence.
Adviser perspectives on AI are similarly divided. Just one in five (20%) say they are confident using AI in their daily work, and one in four (27%) see automation and AI as a threat to their profession. Advisers are most positive about AI’s potential for producing client documents (49%) and managing application pipelines (39%), but they are more hesitant about using it for product recommendations (25% positive, 30% negative) or initial customer interactions (25% positive, 29% negative).
“This year’s Viewpoint research reinforces what we see every day,” said Jamie Page, head of protection distribution at The Exeter. “That human connection is still at the heart of protection. Even the most digitally savvy consumers want empathy, reassurance and real conversations when making decisions about their future. As proud sponsors, we believe the future lies in blending smart technology with trusted advice, not replacing it.”
“The Viewpoint research highlights a clear opportunity for the industry to evolve how we engage with customers," comments Vikki Jeffries, market development director at L&G’s retail business. "It’s not just about products; it’s about fostering connection, meaningful touchpoints, and trust to ensure people feel confident in their choices."
Jeffries adds, “Whether customers start their protection journey online or in person, advisers play a vital role in guiding them through life’s uncertainties and addressing their individual needs. Providers must also step up by offering advanced tools, proactive support, and helping firms develop impactful engagement strategies that truly resonate with customers. As an industry, we can make significant progress by listening to customers and adapting to their evolving needs.”
Jon Fuller, protection distribution director at Royal London, noted, “AMI’s latest Viewpoint report highlights a critical challenge: too many people begin the protection journey but don’t complete it. While the growing influence of AI, especially among younger consumers, offers convenience, it’s clear that AI is yet to win over the majority at the final hurdle, as just 27% of consumers trust it to help them make final decisions about their protection needs."
"We must ensure that consumers, especially younger ones, feel confident, informed and supported, whether they’re researching online or speaking to an adviser. By working together, we can close the gap between intention and action, helping more people secure the cover they need.”
