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

CIC claims for prostate cancer up by 65% since 2023: Aviva

CIC claims for prostate cancer up by 65% since 2023: Aviva

£38m paid out for prostate cancer in 2025

Jaskeet Briah
clock 15 June 2026 • 1 min read
Partner Insight: The evidence bottleneck - why claims slow down, and how we fix it together.

Partner Insight: The evidence bottleneck - why claims slow down, and how we fix it together.

Faster evidence. Clearer updates. Better support. Changes that could ease the bottleneck.

Dave Thompson, Senior claims technical manager, Scottish Widows
clock 15 June 2026 • 4 min read
ProtectZ 2026 round up

ProtectZ 2026 round up

"Protection is personal so it cannot be generalised"

Jaskeet Briah
clock 11 June 2026 • 2 min read