In an increasingly digital world, it’s easy to assume that financial decisions are best made online, through comparison tools, calculators and automated journeys. But when it comes to protection, recent research suggests something very different. Despite the growth of technology in financial services, people still value human advice, especially when decisions feel personal, emotional or complex.
The AMI Protection Viewpoint Research highlights that around 70% of consumers believe personal contact is important at every stage of the protection journey. This isn’t limited to older generations either. Younger consumers, often assumed to prefer digital-only experiences, report the same preference. When the topic is protecting income, health or family, reassurance and understanding still matter.
Protection is personal, not just financial
Protection products are unlike most other financial decisions. They involve thinking about illness, injury, loss of income or even death. These are not abstract concepts, and they often come with emotional weight. For many people, that makes it harder to engage, even when they know protection is important.
The research shows that although advisers are having more protection conversations than ever before, only 39% of consumers recall having them. This suggests that while the topic is being raised, it may not always be landing in a way that feels meaningful or memorable. It also points to a wider challenge. When people feel overwhelmed or unsure, they may disengage rather than ask questions.
This is where human advice plays a crucial role. A conversation with a real adviser allows time to explore concerns, explain options clearly and put protection into the context of the everyday. It’s not just about products, but about understanding what matters to you and your family and why.
Why automation alone isn’t enough
Digital tools can be helpful. They can provide quick information and support research. But protection decisions are rarely straightforward. Policies differ in terms of cover, exclusions and suitability, and small details can have a big impact later on.
The AMI findings challenge the idea that younger consumers want fully automated journeys. Instead, they show a consistent desire for human input across all age groups. People want to talk through scenarios, ask questions and feel confident that what they’re putting in place genuinely meets their needs and will do so as their circumstances change
In uncertain economic times, this becomes even more important. When finances feel under pressure, people want reassurance that they are making the right choices, not just the quickest ones.
The value of speaking to a real adviser
A qualified adviser can help cut through confusion and turn uncertainty into clarity. They can explain how different types of protection work, help you decide what level of cover is appropriate and ensure policies fit alongside your wider financial commitments.
Just as importantly, an adviser listens. They understand that protection is not a one-size-fits-all decision and that your circumstances, priorities and concerns are unique. That human connection helps build confidence and trust, making it more likely that protection decisions are made and maintained over time.
Putting people back at the centre of protection
The message from the AMI Protection Viewpoint research is clear. Technology has its place, but human advice remains central to how people engage with protection. Whether you are starting a family, buying a home or simply reviewing your finances, having a conversation with a real person can make all the difference.
If you’re unsure where to begin or want to understand your options better, speaking to a qualified adviser is a valuable first step. Protection is about peace of mind, and that often starts with a conversation.
Approved by The Openwork Partnership on 09/03/26.
Eureka Financial Solutions is an appointed representative of The Openwork Partnership, a trading style of Openwork Limited which is authorised and regulated by the Financial Conduct Authority.