Faster underwriting decisions, growing demand for Income Protection and the rise of weight-loss treatments are reshaping the protection market.
The Protection Platform Pulse Insights Report 2026 brings together real application data from the Protection Platform and research involving 2,000 UK adults. It reveals how the market is evolving and what these changes mean for advisers and their clients.
Common health conditions are no longer the barrier many assume
Buy-now rates have improved across several commonly disclosed health conditions. The highest observed rate for Life Cover applications disclosing depression, anxiety and stress reached 99%, while raised blood pressure reached 95%.
Yet consumer awareness remains low. Only 21% of UK adults knew that many people with common health conditions can now receive immediate Life Cover decisions online. This creates a valuable opportunity for advisers to challenge outdated assumptions and help more clients explore their options.
The market is adapting to new health trends
Weight-loss treatment disclosures increased significantly between 2024 and the first half of 2026, but strong buy-now outcomes show that treatment alone does not necessarily prevent clients from receiving an immediate decision.
The report explores how insurers and technology providers are responding to this fast-moving area, and how advisers can approach these conversations with greater confidence.
Income Protection is gaining momentum
Income Protection’s share of the Protection Platform product mix has risen from 10% to 12%, while straight through processing reached 66% in the first half of 2026. Almost half of workers surveyed expressed an interest in protecting their monthly income against illness or injury.
These findings point to an important opportunity to make Income Protection a more consistent part of client conversations.
Discover the full picture
The 2026 Pulse Report goes beyond the headlines, exploring changing client behaviours, underwriting developments and the opportunities emerging across the protection market.