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Among consumers who began exploring protection insurance but did not proceed, 79%–95% reportedly said something could have changed their decision, according to early findings from the Association of Mortgage Intermediaries’ 2026 Protection Viewpoint study. That range was reported by Mortgage Introducer, not published with the study’s questionnaire or detailed results. It suggests some people may be open to another conversation—not that they need cover or should be persuaded to buy.
What the AMI finding says—and what it does not
Mortgage Introducer reported on 6 October 2026 that AMI’s study surveyed 3,000 UK consumers. Among people who had dropped out while exploring protection insurance, 79%–95% reportedly said something could have changed their decision. The range varies according to the reason for not proceeding, but the article does not provide the reason-level figures.
This is an early finding relayed by a trade publication, rather than a result that can be checked against a directly reviewed AMI report. The questionnaire and fieldwork dates are not included in the article. It therefore does not establish how many dropped-out consumers would return to the discussion, buy a policy, or be better off doing so.
AMI chief executive Stephanie Charman was quoted in the report as saying: “Cost, confidence, understanding, and timing are all barriers that can be addressed, not fixed points that rule people out for good.” The reported range should be read as potential openness to reconsidering, not evidence that every barrier is easy to resolve.
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How this differs from the FCA’s protection-gap figures
The Financial Conduct Authority (FCA) has reported separate findings about the wider market. In its January 2026 interim report, a survey of adults aged 18 and over with online access found that 42% held a pure protection product and 58% did not. Of those without a product, 59% said they had not considered their needs. The FCA’s market-study page records its final report as published on 21 September 2026 and updated on 2 October 2026.
In a separate announcement published on 21 September 2026, the FCA said around 58% of adults had no life insurance, critical illness cover, or income protection, and 59% of that group had never considered it. These FCA statistics are not part of AMI’s survey and do not independently confirm its dropout finding.
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Pure protection refers here to products such as life insurance, critical illness cover, and income protection. The FCA says the market generally delivers good outcomes for people who already hold these products, while also identifying a gap in awareness and access. Its director of Competition and interim director of Insurance, Graeme Reynolds, said: “These insurance products play a vital role in helping families manage some of the most difficult experiences in life.”
Why someone might stop exploring cover
The Mortgage Introducer report’s summary mentions cost, timing, and understanding of products. The FCA has also identified affordability, lack of awareness or prompts, misunderstandings, and the sales process as possible issues. These are potential factors, not a published explanation for every consumer who does not buy.
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For an individual, a useful discussion should clarify what event a policy would cover, whether the person understands its terms, whether the cost fits their circumstances, and whether the timing and quality of advice give them space to decide. A further conversation should help someone assess suitability; it should not be used to pressure them into continuing.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Why a population statistic cannot decide what one person needs
A protection-gap figure describes a group; it does not show that every person without a policy needs one. The FCA notes that individual need varies with personal factors, including risk appetite and willingness to pay, and that informal support from family or others is difficult to quantify. Whether a policy is suitable depends on the person’s circumstances and the risks they want and can afford to protect against.
Quick Recap
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- Mortgage Introducer: “Most consumers remain open to protection advice, AMI research finds”, 6 October 2026.
- FCA interim report on the distribution of pure protection products, 29 January 2026.
- FCA: Pure Protection Market Study final-report page, published 21 September 2026, updated 2 October 2026.
- FCA announcement on improving financial security, 21 September 2026.
- FCA: “FCA seeks views on how to help close the protection gap”, 29 January 2026.
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