I have been a part of the protection industry for over 20 years, and have worked with countless mortgage advice companies during that time.
Over the past decade, and after starting my own business and providing protection advice directly to clients, I have gained a whole new perspective on the protection advice process and its integration with mortgage advice.
The discussion and review of protection at the time of mortgage takeover has always been extremely important. The arrival of consumer obligations in 2023 strengthens this, with mortgage advice companies looking at protection advice systems and ways they can be integrated and justified as part of the process. 
If protection remains to the end, it can feel like an add-on
This was highlighted in the latest Association of Mortgage Brokers (AMI) Conservation Perspective Report published last year.
The survey found that consumer obligations have led to an increase in protective conversations with clients (41% of advisors report) and an increase in the trend of advisors recommending a broader range of protective products (31%). Meanwhile, 41% of advisors felt that their obligations raised the standard for consumer outcomes.
These are welcome improvements, but there is still work to do about the quality of protection.
The best way for a mortgage advisor to integrate protective conversations is to do so at the beginning of the mortgage process. Explaining that protection is an important component of advice can help clients understand the importance of protecting mortgage debt.
There are lots of positive conversations with clients about protection planning
This applies whether the mortgage advisor provides protection advice yourself or refers the client to a professional. If the protection discussion remains to the end, the client can feel that such advice is an add-on and could be thought of as “selling”.
Explaining the need for protection is always a discussion, not an email follow-up point.
Understanding existing policies
Clients are often misinformed about the level and quality of employee benefits, particularly about illness.
It's convenient to make this clear at the start. When you make it part of the first fact find, it sets up a scene from a protective conversation.
When seeking protection advice, client concerns tended to focus on variations in coverage between providers. However, as insurance companies are looking for new ways to innovate, the features and benefits offered within protective products have been greatly improved.
A great job is being done in the industry to educate the public and promote IP.
This is especially true in the critical noness market, with many insurance companies offering standard and enhanced contracts now available. It is difficult to briefly explain the differences between these products.
Here we use the CI Expert Analysis tool. Create reports that are easy to understand for both advisors and customers, highlighting what each policy contains. More importantly, it provides a score on the quality of the cover.
You can also compare historical critical looping plans that can help you review clients with existing covers and clients. The days when advisors had to resort to tickbox sales aids created by insurance companies themselves.
Income protection
The AMI Protection Perspective Report also touched on Income Protection (IP). As a former member of the Income Protection Task Force Steering Committee, I bring this subject closer to my heart.
The features and benefits provided within the protective product have been significantly improved
According to the report, 53% of consumers thought IP was important, but only 7% had an IP policy.
Historically, IP has been a form of insurance that is less popular than life cover or serious illness. The industry has done a great job of educating the public and promoting IP. This feels like a good time to reinforce it given concerns about changes in disability benefits.
We see more clients express concern about ensuring income during long-term illness. Reports linked to this issue shed light on the need for IP to become part of clients' financial plans.
This extends to clients searching IP plans through limited companies through executive and group IP policy inquiries.
Explaining the need for protection is always a discussion, not an email follow-up point
There are so many positive conversations with clients about protection plans, looking at both mortgages and family protection options to reduce risk.
The broader debate on conservation plans has been a hot topic since last fall's budget. We have seen a significant increase in inquiries about life covers that protect inheritance tax liability for lifetime gifts, particularly on the protection of long-term intergenerational wealth related to property.
Naomi Greaterex is the managing director of Heath Protection Solutions Ltd.
This article was featured in the April 2025 Mortgage Strategy Edition.
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