Birth, death... but what about 'the middle'?

Adam Saville
clock • 5 min read

Cura's Kathryn Knowles investigates value-added services and why it is crucial for advisers to know their products

Recently a client said to me, "We think about the start of life, we think about the end, we forget about the middle". That has really stuck with me.  We all know that one day we are going to die; it sucks but it will happen. Many of us plan on specific life events that we assume we will go through like school, work, marriage, children, retirement. But there is a massive elephant in the room, that can go ignored. How do we achieve all these things?  The answer is by living, and having support structures and resources in place, so we achieve our goals. In a perfect world, we would compl...

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 Adviser / Broking

Professional skills: If protection feels salesy, it's because the adviser is unclear on their role

Professional skills: If protection feels salesy, it's because the adviser is unclear on their role

“The client isn't being sold at. They're being looked after.”

Ash Borland
clock 19 May 2026 • 3 min read
CIExpert partners with Succession Wealth

CIExpert partners with Succession Wealth

Supporting protection as part of holistic planning

Jaskeet Briah
clock 18 May 2026 • 2 min read
Targeted Support is a turning point - but it must include protection

Targeted Support is a turning point - but it must include protection

“This is an important moment for the advice market”

Roy McLoughlin
clock 14 May 2026 • 5 min read