Working together to close the protection gap
In today’s uncertain world, protection insurance is more than a product to rely on in times of need - it offers some peace of mind from the moment it’s taken out. At Aviva, our purpose is clear: to be with you today for a better tomorrow. That means helping people build financial resilience and supporting their health and wellbeing through life’s unexpected turns.
Yet, despite our collective efforts across the industry, the UK’s protection gap remains. The FCA Financial Lives 2024 Survey1 again highlights that too many people still don’t have protection cover in place. This is the case for life cover, critical illness and income protection alike.
There can be many reasons for this, from lack of awareness, trust or understanding to simply believing it’s not for them. Or it may just be that protection never quite makes it to the top of their ‘to do’ list.
Why closing the gap matters
As an industry, we all have a shared responsibility to change these perceptions. Helping people realise they don’t have to face life’s challenges alone isn’t just good business, it’s the right thing to do.
It’s our duty to help people understand the true value of protection and the difference it can make. Whatever our individual roles, our collective goal is to give people confidence that their future and their family’s future is more financially secure.
Fran Bruce, MD of Protection, Aviva
What we’re doing
As the UK’s largest protection insurer2, we’re taking action. We’ve partnered with Heart to launch Aviva Cover Stories - a national marketing campaign designed to get people thinking about their support networks and the role protection can play.
Aviva Cover Stories has launched across the Heart network and will see Heart presenter, parenting author and family policy campaigner Anna Whitehouse, also known as Mother Pukka, talking to well-known personalities about who has supported them through ups and downs in their lives.
The series of mini interviews feature personal stories from the following famous faces, chosen to represent and appeal to different groups of people that Aviva research indicates either typically haven’t previously considered protection, or have rejected it in the past. For example: For example, young parents, parents of children who have flown the nest, and Zillennials
- Mark Wright (Heart presenter)
- Anna Williamson (TV presenter and host of popular comedy podcast LuAnna with Luisa Zissman)
- Kelly Brook (Heart Drive presenter, TV personality and model)
- Nadia Sawalha (Actress, TV personality)
- Martin Compston (Actor and host of Restless Natives podcast with Gordon Smart)
The stories will broadcast on Saturday’s during Heart’s Saturday Breakfast show with Mark Wright and Olly Murs, with information about Aviva’s life insurance products. Shorter clips of each story will then be played during weekday shows on Heart. They’ll also be available on Global Player, the official Heart app, and on Heart’s YouTube, Instagram and Facebook.
WATCH THE FIRST EPISODE WITH MARK WRIGHT HERE
WATCH THE SECOND EPISODE WITH ANNA WILLIAMSON HERE
By encouraging people to reflect on who supports them, and who they support, we’re aiming to create wider awareness and open the door to more meaningful conversations about financial advice and protection.
Daren Boys, Protection Portfolio Distribution Director, Aviva
Support for Advisers
We’re here to help you bring these conversations to life. On our adviser site, you’ll find a suite of resources to support your protection discussions, including:
- A Step-by-Step Guide to introducing clients to protection – before, during, and after client appointments.
- The Aviva Shield of Protection – a visual tool to help clients understand their cover.
- Our Individual Protection Claims Hub – featuring real customer stories and our latest claims data.
These tools are designed to help you clear up any doubts or misconceptions and build trust with clients who may be unsure or unaware of the value of protection.
Looking Ahead
This campaign is just the beginning. Our commitment to closing the protection gap is long-term and our aim is to drive wider awareness of protection to help the overall industry.
Together, we can reach those who’ve never considered cover before and help them take the first step towards a more financially secure future…as well as feeling more confident right now.
Aviva Cover Stories with Heart
Listen to Heart Saturday Breakfast with Mark Wright and Olly Murs every Saturday 9am – 12pm on Heart, and on Global Player.
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Sources:
1. The FCA, Financial Lives 2024, Key findings from the FCA's Financial Lives May 2024 survey, published 16/05/25