Growing your protection business through confident referrals

This year’s Association of Mortgage Intermediaries Viewpoint research (opens in a new window) shows that 60% of advisers rely on their existing client base for protection opportunities, and 56% rely on customer referrals. That tells us something important: referrals aren’t just useful, they’re essential. We all want to deliver good outcomes for clients and help close the protection gap, and referrals play a key part in this. Plus, it can help you ensure you meet your consumer duty requirements too.

Over half of consumers surveyed said they’d be happy to be referred to another business for protection if their mortgage provider doesn’t offer it. That figure rises to 62% among under‑35s. So, clients are open to being referred and feel confident about it, but what does the research tell us about choosing the right time and approach to make that conversation land well?

• 30% of consumers prefer to be referred during the mortgage process
• 28% prefer it at the start
• Only 11% want it at the end

So, the earlier you introduce protection, and the possibility of a referral, the better.

It’s about being proactive, not reactive, and making sure clients don’t miss out on support that could make a real difference if something unexpected happens.

So how do you make referrals part of your routine?

Build referral relationships: Whether it’s with other advisers, mortgage brokers, or estate planners, having trusted partners makes the process seamless for you and your client. Strong referral relationships help ensure clients get the right advice at the right time and give you peace of mind that they’re in good hands too.

Use natural moments: Find the right time to introduce a conversation about why protection is important. Clients respond well when it feels relevant to the decisions they’re already making.

Don’t leave it too late: The earlier you introduce a protection conversation, the better. Early conversations give clients more time to think, ask questions, and feel confident about taking action.

Referrals aren’t just about business growth – they can help build trust, strengthen your client relationships, and give you peace of mind that you’re the right thing for them.

By positioning referrals with confidence and care, you can help more people access the protection they need, grow your network, and strengthen your professional reputation. And ultimately, you’re helping make sure no client misses an opportunity to protect what matters most to them.

The Association of Mortgage Intermediaries Viewpoint research gives you access to up-to-date insights into the protection market, download the research (opens in a new window) to help strengthen your conversations.

Source: AMI Viewpoint research 2025