Reframe the Objections

In this section, we outline some of the common objections you may face from clients, and give you relevant evidence and practical guidance to improve your protection conversations and make the value for your clients clearer.

Barrier: It's too expensive

Clients often overestimate the cost of protection, making them believe they can’t afford to take out cover. But, compared to an average UK full-time salary of approximately £3,263 a month, many policies only cost a small percentage of monthly income.

The value of protection can also be highlighted by considering the costs a client might incur if they had to take time off due to sickness or an accident. Losing a month’s salary could eat into savings, force a client to cut back on spending or even take on additional borrowings.

It’s a much more significant financial hit than a year’s premiums.

Most claims are paid too. Insurers have paid at least 97.9% of individual protection claims for more than a decade.

Framed in this way the question of “Can I afford protection?” shifts to “Can I afford not to have it?”

Cost is not only an affordability barrier; it is also an uncertainty barrier. MetLife’s YouGov research found that 40% of UK adults do not know how much a basic protection policy that pays a cash benefit after certain everyday accidents, illnesses or hospital stays would cost per month.

Among those who did give a cost expectation, 13% expected less than £10, 18% expected £10–£19, and 17% expected £20–£34 per month.

This gives advisers a useful way to reframe the price conversation. If a client says protection is too expensive, the first step may not be to challenge the objection directly, but to ask what they think it might cost and compare that perception with the financial impact of even a short period without income.

Barrier: “I’m young and healthy. I don’t need protection”

We all think we’re invincible when we’re young and healthy but, with nearly half of A&E visits involving the under 35s, everyday health risks are much more common than we imagine.

Having to take time off work when you’re young can hurt more financially too. Household budgets may already be stretched, making a drop in income a real challenge.

Protection also delivers beyond financial support. Cover often includes value added services such as 24/7 GP access and virtual physiotherapy, which can be accessed whether or not they need to make a claim.

Taking out protection earlier in life can make cover more affordable too. Premiums can be based on your client’s age and health at the point they apply, meaning the younger and healthier they are, the lower the cost for the duration of the policy.

Barrier: “I have benefits with my employer, so I won’t need to take out an individual policy too.”

Many clients assume their employer will provide a financial safety net, but this support can often be limited.

• Around 30-35% of UK employers offer no sick pay beyond statutory levels, meaning employees would only receive Statutory Sick Pay – currently the lower of £123.25 a week or 80% of normal weekly earnings – for up to 28 weeks
• The median occupational sick pay entitlement for new employees is just 6–7 weeks full pay
• Among employed people, 66% are at least slightly worried about becoming ill and not being able to work⁵

Another key consideration for your clients is that workplace benefits are not permanent.

• UK employees typically stay in a role for 4–5 years
• Job tenure is even shorter among younger workers, with over 40% of 25–29-year-olds in a role for less than two years

While workplace benefits are a great starting point, they are tied to the job and can be short-term. By taking out protection, your clients have the reassurance of cover, wherever they work.

MetLife’s YouGov research also highlights assumptions made around the role of employer and state support. Among employed UK adults, 42% expect all or nearly all of their usual income to be replaced by their employer, the state, or both if they were unable to work for four weeks because of illness or injury.

A further 13% do not know how much income they would expect to be replaced.

This highlights uncertainty without needing to make assumptions about a client’s actual employer benefits. The question becomes: “What do you know you would receive, for how long, and would it be enough?”

Barrier: “I don’t need protection. The state will support me.”

In the UK, people often believe that, if the worst happens, the state will look after them. Unfortunately, the reality is that state support is only designed to provide a safety net and, for many clients, this isn’t enough to maintain their lifestyle and financial commitments.

• Statutory Sick Pay (SSP) is £123.25 a week, less than 20% of the average weekly earnings of £753
• Self-employed people are not eligible for SSP
• It takes around five weeks to receive a first Universal Credit payment, creating an immediate income gap
• Access to NHS healthcare can be delayed. As an example, one in three patients wait more than seven days for a GP appointment
• Only 48% say they have enough savings to rely on when times are tough, while 38% rate their financial health as fair or poor⁵

Taking out protection gives clients certainty over income streams, helping them maintain their lifestyle and financial stability.

And, even where a client doesn’t need to claim, value added services such as 24/7 GP access and virtual physiotherapy can help bridge gaps in state support.

Bridging these protection barriers starts with understanding what lies underneath them. By listening to your clients’ concerns and combining empathy with evidence, you can create better conversations and help your clients make more informed decisions about protecting their financial future.

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