The friendly society’s report, Bruised Britain #2: The Mishap Gap, surveyed 5,000 UK adults and found that three in four consumers (74%) expect advisers to discuss protection against everyday accidents alongside illness and life cover. This expectation rises to 81% among Gen Z and 84% among Millennials.
In addition, 58% of respondents believe advisers, platforms or banks should discuss Accident Only Income Protection (AOIP) when talking about income protection – increasing to 67% among Millennials. Among those already working with an adviser, half (50%) said they are likely to discuss accident-only or short-term injury cover, rising to 78% for Gen Z and 77% for Millennials.
The report highlights affordability as a key opportunity for advisers. Almost half (49%) of consumers interested in income protection said they would consider an accident-only policy if it were cheaper, rising to 56% of Millennials. However, price sensitivity remains high, with 30% of all consumers saying affordability would make them more likely to buy accident cover.
Despite this, 40% of consumers do not know how much AOIP costs. On average, respondents estimated a monthly cost of £27.80, with younger people assuming higher prices. In contrast, National Friendly’s AOIP cover starts from £7.50 per month.
Awareness is high, but understanding remains limited. While 61% of consumers said they had heard of AOIP, many cited barriers such as perceived cost (32%), lack of trust in payout (16%), and confusion over product terms (10%). Ten per cent said they had never heard of AOIP, and 5% reported that their adviser had not suggested it. Consumers said they would value clearer information on what AOIP covers, greater transparency around exclusions, and simpler policy terms.
Emma Vaughan, managing director at Omni Protect, said the findings highlight an opportunity for advisers. “It’s encouraging to see consumers, particularly younger ones, open to more flexible protection options. If nearly half would consider accident-only cover at a lower price, affordability and simplicity are key to unlocking engagement."
Graham Singleton, chief executive at National Friendly, said consumers are signalling that they want accident cover to be part of the protection conversation, yet many advisers are not routinely discussing it. “Only 4% currently hold AOIP policies, despite three in five expecting the subject to be raised. This represents both a gap in protection and a market opportunity,” he said.
He added that affordability remains a strong driver: “When consumers understand that AOIP can provide meaningful protection at a lower price point, appetite increases dramatically. The challenge for our industry is to close the awareness gap and make accident cover a routine part of protection discussions.”
The report concludes that the protection sector should focus on improving consumer understanding of product value and reliability, addressing misconceptions about cost, and broadening protection conversations beyond death or serious illness to include the financial impact of everyday accidents. It also highlights the importance of developing affordable, flexible products that meet a wider range of client needs.
The research found that 7% of consumers currently have standard income protection, rising to 14% among Millennials. Another 7% hold accident, sickness and unemployment cover, while only 4% currently have AOIP.
National Friendly reports that its AOIP and Friendly Shield products have experienced 136% growth in six months, together accounting for 46% of its total sales.
Joshua Sargent, Chief Executive at Clark UK, said: “By demonstrating the value of the product and clarifying how it differs from other protection options, AOIP can become a practical solution for many consumers. Discussing the potential financial impact of an accident often helps clients understand how limited self-insurance can be.”
