One in three recognise protection as 'non-negotiable' priority: Vitality

Policies still "far from immune" to cost of living impact

Hemma Visavadia
clock • 1 min read

More policyholders view their cover as a financial priority than would cancel policy due to the cost of living crisis, according to Vitality.

Research by the provider found that one in seven respondents (13%) would consider cancelling life insurance policies to keep up with the economic crisis, while under one third (29%) of those surveyed said it was a "non-negotiable" financial priority. Vitality also found that nearly two in five adults in the UK (37%) have never switched or cancelled a life insurance policy, with one quarter having never switched or cancelled an income protection policy (27%) or Serious Illness Cover policy (28%) respectively. The provider noted it was "particularly alarming" that policyholders were con...

To continue reading this article...

Join COVER for free

  • Unlimited access to real-time news, key trend analysis and industry insights.
  • Stay on top of the latest developments around health and wellbeing, diversity and inclusion and the cost of living crisis.
  • Receive breaking news stories straight to your inbox in the daily newsletter.
  • Members only access to monthly programme 'The COVER Review'
  • Be the first to hear about our CPD accredited events and awards programmes.

Join now

 

Already a Cover member?

Login

More on Individual Protection

Quarter of over-55s have informed executors on how to locate protection policies

Quarter of over-55s have informed executors on how to locate protection policies

Canada Life research findings

Jaskeet Briah
clock 11 September 2026 • 2 min read
Sorry (not sorry) to interrupt

Sorry (not sorry) to interrupt

World Suicide Prevention Day

Cameron Roberts
clock 10 September 2026 • 3 min read
Over half of parents financially impacted by their child's illness or injury

Over half of parents financially impacted by their child's illness or injury

MetLife’s Everyday Risk Report

Jaskeet Briah
clock 09 September 2026 • 2 min read