In a challenging economic environment, the need to ensure lives and incomes are protected has never been more important, so conservation conversations are vital.
We all know that protecting consumers is at the heart of good advice, but truly delivering on this message remains an ongoing mission.
The latest Ami Conservation Perspectives report, now in its sixth year, provides a fascinating look at the origins, current status and direction of the market. Based on the views of 3,000 adults, the past, present and future of protected landscapes are explored. It’s both a celebration of the progress we’ve made and a reminder that we still have a lot of work to do if we want to bridge the gap between advisor intent and client understanding.
Ultimately, conservation advice is not about products, it’s about people
When Ami first began this research in 2020, only 36% of mortgage holders recalled having a conservation conversation with their adviser. Five years later, that number has edged up to 39%. It’s a step in the right direction, but hardly the leap any of us were hoping for.
Especially when you consider that 82% of advisors say they discuss protection issues directly with clients, and another 13% refer them to a specialist. Apparently the consultant was doing the work, but something got lost in translation. The conservation conversation is ongoing; it just doesn’t always resonate deeply enough with customers to be remembered.
Part of the challenge comes from the world around us. The economic environment is affecting consumer priorities in real time. The rising cost of living and a continued sense of financial uncertainty may make customers reluctant to consider additional monthly expenses, even those that secure their future. However, this is when conservation advice is most important.
Establish requirements
Research shows us time and time again that it’s not about selling a product, it’s about building demand. This is about making protection a natural part of every financial discussion, rather than a last-minute add-on.
We don’t need to perform dramatic stunts – small, consistent actions can make the biggest difference. If we embed protection into every conversation, customers will begin to see it for what it is—essential, not optional.
Customer awareness seems to be leveling off
Understanding remains the biggest hurdle. Consumers understand the concept of property insurance and life insurance; our research shows that 91% and 90% respectively say they understand these products, which is almost unchanged from 2020. But there has been little improvement in understanding of the wider conservation market over the past five years.
In fact, Ami saw no signs of improvement at all. Consciousness seems to have leveled off. Confusion remains over income protection and accident, sickness and unemployment insurance. The two are often confused, with customers unsure of what each actually is or does.
This issue was highlighted in 2020, but disappointingly, it still exists today. Those who had received professional advice unanimously reported a high level of understanding: 88% had an understanding of income protection, 90% had an understanding of critical illness and 95% had an understanding of life insurance. Those who actually own protective products have the most confidence in how they work.
It’s not about selling a product, it’s about building demand
So the data tells us that the advice works, but we also have a communication problem. Clients who receive advice feel informed, but many other clients remain in the dark. We’re not fighting apathy so much as chaos, and the solution is clearer, more human conversations.
Looking ahead, the Ami report also touches on the increasingly important role played by social media, artificial intelligence (AI) and emerging technologies in shaping how consumers engage with conservation. There is huge potential here, as technology can make our jobs easier and more efficient, allowing advisors to focus on identifying client needs.
It can even predict when a customer is willing to have a conservation discussion, but AI cannot replace trust and empathy. At its core, protection is an emotional purchase, and consumers want peace of mind, not an algorithm telling them to buy.
Apparently the consultant is doing the work, but something got lost in translation
Raising awareness of protection is not an impossible task. It’s simply a mission that requires persistence, empathy, and a commitment to clear, meaningful dialogue.
Ultimately, conservation advice is not about products, it’s about people. By putting customers at the heart of what we do, continuing to build understanding and holding ourselves accountable to act on insights from Ami’s research, we will move from awareness to action.
Stephanie Charman is chief executive of the Mortgage Brokers Association
This article appears in the November 2025 edition Mortgage strategy.
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