Almost one in five adults start the process of buying protection insurance but abandon it before completion, according to new research from the Association of Mortgage Intermediaries (AMI).
The 2025 Protection Viewpoint report, based on a survey of 3,000 consumers and 269 advisers, reveals that 18% of people begin the protection journey but do not finish, rising to 25% among under 35s.
The biggest drop off occurs after receiving a quote, where 47% of consumers walk away. The abandonment rate is even higher among older buyers at 56% and among men at 5%.
A quarter of applicants drop out after starting an application and 20% quit at the research stage before any interaction with a provider or adviser.
Despite most customers beginning online, via provider websites, comparison sites or search engines, AMI said digital access alone is not converting into completed applications or cover in place.
Only 24% of buyers start the process by speaking to someone, yet around 70% of consumers say human interaction is important at every stage of the journey, including younger, digitally native buyers.
AMI chief executive Stephanie Charman said the findings should be a wake-up call for providers and distributors.
“Too many consumers are dropping out of the protection buying process. As an industry, we need to look closely at where pinch points occur and how we can better signpost to advice,” Charman said.
The report also shows that while artificial intelligence is influencing early stage behaviour, customers still want human reassurance before committing to a policy.
More than half of under 35s trust AI to answer protection questions, but only 27% trust it to help make final decisions.
Jamie Page, head of protection distribution at The Exeter, said: “Human connection is still at the heart of protection. Even the most digitally savvy consumers want empathy, reassurance and real conversations when making decisions about their future.”
AMI said it will use the results to drive industry action throughout 2026, with a focus on improving the link between digital research and adviser engagement, clearer calls to advice and better support for advisers.
The full Protection Viewpoint report is available on the AMI website.
