Nearly Half of Advisers Report a Strongly Positive View Regarding Protection Sales Growth in 2024, According to iPipeline

Nearly half of advisers who responded to iPipeline's recent survey in the UK say they “strongly agree” that 2024 is shaping up to be a positive year in terms of protection sales growth.
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CHELTENHAM, UK—4 June 2024— iPipeline®, a leading technology supplier to the protection and wealth markets, has revealed that nearly half of the advisers — 47% — who responded to the company’s recent survey* in the UK say they “strongly agree” that 2024 is shaping up to be a positive year in terms of protection sales growth. This is nearly a 10% increase on a comparative reflection of last year (39%), which could indicate a growing adviser confidence in protection.

Specifically, advisers reported they are most positive this growth is coming from Income Protection (43%), followed by Critical Illness (23%), and Term Assurance (21%).

The research, conducted through iPipeline’s SolutionBuilder portal in May, coincided with Swiss Re’s Term & Health Watch 2024, which was released on May 21. Key statistics from that survey show that although sales of new long-term individual protection policies in 2023 decreased by nearly 6%, according to the 2024 Swiss Re report, new Income Protection policies increased by 10% to 198,566 policies.

Stephanie Hydon, Director, Client Distribution of iPipeline said: “There does seem to be a growing sense that protection advice is changing for the better and that quality is starting to trump quantity. The move to recommending a better-quality mix of protection solutions could be why we are seeing the growth of Income Protection. Our own data also evidences the continued popularity of multi-benefit plans, which accounted for 46% of new policy value applied for through our adviser portals last year, up from 42% in 2022.

“Advisers continue to strive to ensure every customer is properly protected across multiple areas and increased efficiency in providing advice gives them back the most important thing, time; Time to properly engage customers and find the very best option for them, which is time well spent as the data suggests.”

Andy Walton, Protection Proposition Director at Mortgage Advice Bureau, commented: “In 2023, Mortgage Advice Bureau issued over 31,000 income protection policies which accounted for more than 15% of the UK market. Customer engagement in Income Protection remains high with over 10,000 policies written in Q1 2024 alone.

“Income Protection sales have not come at the detriment of other crucial areas. We have seen a continued increase in multi benefit (protection portfolio) sales with the vast majority of customers appreciating bespoke advice and the ability to diversify their risks. Our partnership with iPipeline has definitely helped our holistic approach to giving advice in this crucial area for customers.”

* iPipeline received between 200 to 605 adviser responses per question


About iPipeline:

iPipeline is a leading global provider of comprehensive and integrated digital solutions for the life insurance and financial services industries in North America, and life insurance and pensions industries

in the UK. iPipeline couples one of the most expansive digital and automated platforms with one of the industry’s largest data libraries to accelerate, automate, and simplify various applications, processes, and workflows—from quote to commission—with seamless integration. The company’s vision is to help everyone achieve lasting financial security by delivering innovative solutions that connect, simplify, and transform the industry.

Since its establishment in 1995, iPipeline has helped protect more than 49 million people, and today is trusted around the world by more than 100 insurance carriers, and providers, and more than 2,500 broker-dealers, financial institutions, Brokerage General Agencies (BGAs), Independent Marketing Organizations (IMOs), and Managing General Agents (MGAs). Connected to more than 500,000 agents and advisers/advisors, the company collected more than $33 billion in premium in life insurance and $55 billion in annuities in 2022. iPipeline operates as a business unit of Roper Technologies (Nasdaq: ROP), a constituent of the Nasdaq 100, S&P 500®, and Fortune 1000® indices.

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Media Contact: 

Elissa Dennis, Carr Consulting & Communications, 07787 514791,

Nick Jones, Director, Marketing, 07712 011074,



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