The Intermediary – August 2025 - Flipbook - Page 64
P RO T E C T I O N
Opinion
Healthy, but
not invincible
I
n recent years we’ve
seen a shi to health and
wellbeing being firmly in
the mainstream – people
increasingly recognise the
importance of making
positive lifestyle choices. According
to Innova Market Insights, 64% of UK
consumers are actively taking steps to
live healthily.
From wearables and wellness apps,
to health information or support and
tools to live healthier, wellness is
everywhere. But despite this growing
awareness, there’s a disconnect. Many
people still believe that serious illness
or injury won’t happen to them.
This has long been the case. People
are naturally optimistic, and with
the cost-of-living crisis continuing
to shape consumer behaviour, it’s
no surprise that people are leaning
into that optimism. When life feels
uncertain, it’s easier to believe ‘I’ll be
fine’ or ‘Things will work out’ than to
plan for what might go wrong.
This growing awareness of health
can create a sense of control, and with
it, a false sense of security. People feel
that because they’re doing the right
things, they’re protected. Healthy
habits are essential, but they don’t
replace the need for protection.
At Vitality, we’ve seen this play out
in real numbers. In 2024, we paid out
a total of £142m in protection claims,
showing that unexpected setbacks can
happen to anyone, regardless of how
well they’re living.
Time to reframe
The industry has a role to play. We can
shi the narrative around protection,
from something that’s seen as a safety
net, to part of a proactive, everyday
approach to wellbeing.
The truth is, protection isn’t just
about what happens when things go
wrong. It’s about helping people live
longer healthier lives – members who
engage with the Vitality Programme
are more active, more likely to engage
with their Protection Plan, and can
live up to five years longer, according
to our 2024 study. What’s more,
day-to-day, they see value – from
ANDY PHILO
is director of strategic
partnerships at Vitality
cinema tickets to cashback on healthy
food – last year saving an average of
31% of their premium.
The role of advisers is important
here. When we understand what
maers to people – what they’re
building, what they’re worried about
– protection starts to feel different.
It’s not about worst-case scenarios. It’s
about helping people feel confident
that they’ve got something in place
that supports them now, but also if
they need it in the future.
When protection connects with
someone’s life – their goals, family
or health and lifestyle – people are
more likely to act. When protection is
paired with support to live healthier,
it becomes a holistic strategy. When
things don’t go to plan, it helps to
know there’s support in place, and that
confidence is well placed. ●
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