Advertising, better processing and tax relief would provide the best boost to protection sales over the next 10 years, according to the latest stats from the Protection Review survey.
IFAs, consultants and providers put a generic ad campaign at the top of the list for pushing sales - 39%, while 22% said process innovation would help, above tax relief at 17%.
Interestingly only 13% thought product innovation would.
When asked whether income protection or critical illness would sell most over the next 10 years the vote was pretty unanimous for income protection from 48% of respondents while just 26% thought critical illness.
Nearly a fidth (17%) thought neither as new and different style products will be more successful and 9% felt it too close to call.
GP reports could become redundant as 40% thought GPRs would not still be requested at application stage in 10 years time.
A third (30%) thought they would but not as much, while 17% said there would in fact be more but as e-GPRs. 13% anticipated no change.
The data comprises part of a larger study conducted by the Protection Review, which will be included in the industry trade body's 2022 survey, where the industry is asked 15 questions about what the protection sector will look like in ten years time.
Kevin Carr, chief executive of the Protection Review, said: "The results of these surveys are always interesting as they include the views of advisers as well as life offices and reinsurers.
"In particular, it is fascinating that according to the industry making the process easier and raising awareness through advertising would have more impact than increasing commission or qualifications or having cheaper premiums."