Editor's note: This brief was summarised by The Property AI Newsroom from a report by Mortgage Solutions. Read the original article for full details.

UK Protection Market Sees Steady Growth and Shift Towards Tailored Advice

The UK protection market stabilised in 2025, with a 1.7% increase in protection policies sold, reaching around two million, according to the Swiss Re Term and Health Watch 2026 report. The report highlights a growing emphasis on tailored advice and flexible policy structures as consumers prioritise value and personalisation.

The report found that income protection policies saw an 11.9% rise in sales last year, totalling 266,994 policies. Standalone critical illness policy sales also increased by 2.1%, reaching 137,263. These trends indicate a steady market with evolving consumer preferences.

Swiss Re’s findings also show changes in estate planning, with joint-life second death term assurance being assessed alongside whole of life for the first time. This added around 7,600 policies and nearly 30% to the inheritance tax (IHT) protection market. Meanwhile, joint-life first death policies declined from 79,166 in 2023 to 49,944 at the end of last year, reflecting a shift towards single-life policies. This represents a 30.6% decrease in one year and a 36.9% drop over two years.

The report notes the emergence of simpler products, which have broadened consumer access to protection policies. The market is described as adapting rather than shrinking, with flexibility and advice helping to convert the need for protection into sustainable demand.

For UK letting agents and inventory clerks, these trends may signal a more stable environment for clients seeking protection products, with increased focus on tailored advice and flexible options.