Helping you reframe income protection
No two income protection conversations are the same. Gaps in understanding can make it harder for clients to engage - even when they're open to the idea.
Where conversations can break down
The latest research from CIExpert highlights why client conversations stall – often before income protection options are fully explored.
Limited client understanding
76% of advisers say most new clients don't own or understand income protection.
Sick pay is misunderstood
49% of advisers say clients assume sick pay removes the need for income protection.
Cost is seen as too high
37% of advisers say clients
assume income protection will
always be too expensive.
Source: CIExpert, Critical Thinking report 2026
Our Money Talks podcast
Hear Paul Roberts from CIExpert explore the key insights from Critical Thinking 2026 - and how clearer explanations can help make income protection more relevant in client conversations.
Explaining income protection for today’s clients
Clearer explanations can help income protection feel more relevant and help clients see its value.
Focus on everyday tasks
Many income protection claims relate to everyday health issues that affect someone’s ability to work – not just serious illness.
Explore the sick pay gap
Clients don't always know how long sick pay lasts giving you an opportunity to explore where it might fall short.
Help clients see the value
Linking income protection to real-life situations can help clients better understand its role - and why it matters.
Support to help you start the conversation
We’re by your side with practical tools and support to help you show clients the value of income protection.
Tools and calculators
- Risk Report tool - Show how likely your clients are to claim
- Value of menu tool - Helping you tailor more comprehensive cover to budget
- Lifestyle calculator - To understand your clients’ spending and affordability
- Pre-sale underwriting tool- See available cover based on clients' health and lifestyle
- Maximum income calculator - See how much cover your clients can apply for
Sales aids
- The need for income protection client sales aid (PDF)
- Why choose us for income protection adviser sales aid (PDF)
- Fixed cost flexibility for self-employed clients adviser sales aid (PDF)
- Fracture cover that’s a break from the norm adviser sales aid (PDF)
- Income protection for NHS professionals sales aid (PDF)
Income Protection designed for modern working lives
Supporting families when it matters
Financial support for clients caring for a seriously ill child, managing hospital stays, or coping with the loss of a child.
Built for today’s working patterns
Covers a wider range of occupations, including nonlinear careers – with fixed cost cover for self-employed clients.
Cover for everyday risks, as standard
Built-in fracture cover with multiple fractures covered in the same claim with no standard exclusions.
Read the CIExpert report
Explore the Critical Thinking Report 2026 on the CIExpert website, with deeper insight into the findings and wider opportunities for income protection.