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Turning early protection conversations into better outcomes
When clients are going through the mortgage process, there’s often a lot happening at once. With the excitement of buying a new home, protection can easily slip down the priority list.
That’s why starting the protection conversation early is so valuable. The latest Association of Mortgage Intermediaries (AMI) Protection Viewpoint research shows that clients genuinely prefer it that way, with over 50% of consumers saying they’d rather discuss protection right at the start or during the mortgage process.
The recall gap
The research also revisits an interesting statistic that highlights a real opportunity for advisers. Back in 2020, AMI looked at the gap between how many consumers remembered their mortgage adviser starting a protection conversation, and how many advisers said they did start it. That gap hasn’t gone away. Only 36% of consumers recalled the adviser bringing it up in 2020, increasing slightly to 39% in 2025.
So, while there’s been progress, the data shows that there’s still room to make those conversations even more effective. By shifting the timing, discussions about protection can move away from feeling like a separate add‑on and instead become an essential part of the advice journey.
Using natural openings to ease into the conversation
Sometimes the trickiest part of a protection conversation is simply knowing where to start. The good news is there’s already a perfect opening built into every mortgage discussion - the mortgage disclaimer warning clients that their home could be repossessed if they don’t keep up your mortgage repayments. Instead of letting it sit there as just a formality, it’s a brilliant opportunity for you to ask, ‘what sorts of things could stop you keeping up repayments?’. Naturally scenarios like death, illness or an accident could be mentioned – which gives you a smooth, logical opening to talk about the protection solutions that could help.
A small shift in language can also make a meaningful difference, especially when used early. Looking at reframing questions such as “what would happen if…?” to “what would you like to happen if…?” changes the tone completely. It also leads naturally into, “what have you got in place to make that happen?” In many cases, this helps you open the door to protection solutions effortlessly.
Another practical approach is weaving protection questions into the fact find. When protection is part of the wider mortgage conversation, clients are more likely to see it as essential rather than optional. Starting early means clients can recognise their own protection needs more quickly, rather than trying to consider them once their head is full of completion dates and paperwork.
Helping clients shape the outcome they want
When we talk about the importance of starting protection conversations early, it’s not about ticking a box. It’s about giving clients more clarity, making the discussion feel more natural, and reinforcing the value you bring as their adviser. Early conversations stick better, lead to stronger engagement and help clients make more informed decisions about their future - supporting better financial resilience overall.
Knowing what to do is one thing but doing it consistently is another. That’s where having the right support makes a real difference. There are tools available to help you weave protection seamlessly into your advice process – from risk reports that help clearly explain why protection matters, to case studies that bring your client conversations to life.
If you’d like to find out more about how we can support you, speak to your usual Royal London contact or get in touch for a call back from one of our team.
