National Friendly has launched Mortgage Protect, a short-term income-protection product available alongside active mortgage or remortgage applications without health or lifestyle questions at application. Meanwhile, AMI research indicates that between 79% and 95% of consumers who dropped out of a protection journey said something could have changed their decision.
This suggests advisers have a significant re-engagement opportunity at moments of heightened mortgage-payment risk. AI can support this through appropriately controlled CRM segmentation, personalised follow-up prompts and better identification of clients whose circumstances may warrant a renewed protection discussion. It should support—not automate—the advice process, with advisers establishing needs, eligibility, exclusions, affordability and customer understanding.