"Referring ensures clients receive the expert guidance they need."
- Nasar Hussain - Paymentshield
Paymentshield has reported a sharp increase in advisers referring clients for home and landlord’s insurance, with referral volumes up 36% between January and December 2025 compared to the same period in 2024.
Referrals are also twice as likely to convert compared to advisers making the sale alone. On average, Paymentshield’s advised telephony referrals convert at 40%, compared to 20% where advisers write GI business themselves through Paymentshield’s Adviser Hub.
The surge in advisers using the referral service aligns with findings from Paymentshield’s 2025 Adviser Survey, which highlighted a growing appetite for referral models. Almost one in three advisers (30%) said their ideal way to offer general insurance (GI) would be via a referral service rather than handling the conversation directly.
So far this year, 62% of referrals have been made through Paymentshield’s telephony referral option, which connects clients with Paymentshield’s team for a fully advised telephone conversation, compared to 38% via the online self-serve journey, where clients can purchase insurance at their own pace.
This trend mirrors consumer sentiment. In YouGov research commissioned by Paymentshield in September 2025, nearly half (47%) of the 2,607 UK adults surveyed said they would prefer to receive advice when buying home insurance rather than navigating the process alone.
"It’s fantastic to see more advisers recognising the value of referring general insurance," Nasar Hussain, director of intermediated household at Paymentshield, said. "We understand that for some advisers, it’s not always possible to have a detailed GI conversation with every client -that’s where we can help. Referring ensures clients receive the expert guidance they need, while advisers maintain continuity of service and still benefit from the additional income.
"Assuming a policy remains in place for four years, advisers can earn an average of £280 per home or landlord insurance referral. That’s income which might otherwise be lost, so it’s great to see so many advisers embracing the opportunity.
"We're also encouraged that the vast majority of referrals continue to be for advised telephony conversations. While digital options suit some customers, our research shows there’s still strong consumer demand for advice - and we firmly believe advised GI delivers the best outcomes for clients."
