Are renters an overlooked advice opportunity?

The Association of Mortgage Intermediaries’ (AMI’s) latest Protection Viewpoint research shows renters feel financial pressure more acutely than homeowners, especially younger adults. With Consumer Duty shining a light on foreseeable harm, renter vulnerability becomes more apparent. An income shock can create immediate financial stress, particularly when savings are limited or set aside for a deposit.

Challenging assumptions about renters

Although protection conversations often centre around mortgages, renters are engaged. AMI’s research shows younger consumers value long‑term support, and half of 18-34‑year‑olds expect to need income‑related cover to help with rent or mortgage payments if their income stopped². This suggests they understand their risk - they’re just not always being reached.

The data also shows that one in four under‑35s start but don’t finish the protection journey. And while 82% of advisers say they discuss protection, only 39% of consumers remember having that conversation². With renters having fewer natural touchpoints with advisers, they’re more at risk of being overlooked and missing out on the support you can offer.

Regulation is reshaping the conversation

The Renters’ Rights Act will improve security of tenure from May 2026 by introducing periodic tenancies, ending ‘no fault’ evictions and tightening rent rules. But it won’t remove the need to keep paying rent consistently. So, income continuity remains a crucial conversation.

The FCA’s Pure Protection Market Study also highlights the risks of underinsurance, particularly where protection needs sit outside mortgage-led journeys. Renters fall directly into this group, making them a highly relevant audience under Consumer Duty expectations.

Making the conversation relevant

What resonates with renters is straightforward:

• Now: How would I keep paying rent and essentials if my income stopped?
• Next: How do I protect my ability to save for a deposit and move towards homeownership?

Framed this way, income protection becomes part of a wider, more reassuring conversation about financial stability.

Using tools to support confident conversations

Tools such as our lifestyle calculator, maximum income calculator and pre‑sale underwriting tool can help you shape clearer and more tailored conversations early on. They can help make complex details easier to explain, manage expectations and show how protection fits into renters’ everyday priorities.

An untapped advice opportunity

The rental sector continues to grow, rising from 3.6 million to 4.7 million households in the past 15 years. And it’s not just young professionals - 32% of private rented households now include dependent children¹. These are households with real financial pressures, and many would benefit from protection advice.

This all highlights that renters represent a meaningful and underserved opportunity. By opening up the conversation, you can help renters build financial stability – and show how you’re supporting good outcomes under Consumer Duty.