Not every worker gets to retire…

Julian Nurse, Large Corporate & SME Product Lead for Protection at Aviva, shares how Group Life cover helps SMEs respond with speed, compassion, and care when tragedy strikes.

Retirement is often seen as the reward for a lifetime of work, the long-awaited finish line where people finally get to enjoy the fruits of their labour. But for some, that finish line never comes. Every year, UK workers die in service before reaching pension age. And in smaller businesses, the impact can stretch to the whole company.

The numbers behind death in service
HSE data shows that in 2024/25, 76% of workers who died in work-related incidents across the UK were aged 16–64, below the 2024-25 State Pension age of 66 [1].  And that figure doesn’t even account for deaths from illness, which are far more common. According to Aviva, 64% of their Group Life claims in 2024 were for employees aged between 25 and 59, with cancer and heart conditions being the leading causes [2].
SMEs rely on a much smaller number of employees. These are individuals who give their time, energy, and commitment not just to their job, but to the business itself, often wearing multiple hats, going the extra mile, and forming close bonds with colleagues. When one of them dies before retirement, it’s not just a statistic. It’s a personal tragedy that can ripple through the entire company.
This is where Group Life cover steps in, not just as a financial product, but as a promise. A way for employers to say: “If the worst happens, we’ll take care of your loved ones.”

A human response to tragedy
For SMEs, the loss of a colleague can be deeply felt by the remaining employees. Aviva’s Group Life cover includes access to bereavement support through services like Aviva DigiCare+ Workplace, offering emotional and mental health consultations for those affected. It’s a compassionate layer of support that goes beyond the financial help.
And when it comes to the financial side, speed matters. In 2024, Aviva paid Group Life claims in just under 3 days, an average of 2.96 days to be exact. That’s fast, practical help for families dealing with the shock and stress of sudden loss.
The Aviva DigiCare+ Workplace app and services, provided by Square Health, are non-contractual benefits Aviva can change or withdraw at any time. Terms and residency restrictions apply.

Protection that employees expect
Group Life cover is often the first protection policy clients put in place and for good reason. It’s a natural extension of a company pension scheme, and it’s one that many employees already expect. In fact, 57% of SME employees say they expect benefits like death in service cover to be part of their employment package [3].
For advisers, this presents a clear opportunity. Group Life cover for SMEs is typically a low-cost benefit relative to overall payroll, making it an accessible way to provide meaningful protection for employees. It’s also a powerful tool, helping to attract and retain talent, especially in competitive industries where people are a company’s most valuable asset.

Doing the right thing
Group Life isn’t just about ticking a box. It’s about doing the right thing, for the employee, and for the family they leave behind. It’s about recognising that while we can’t prevent every tragedy, we can make sure no one is forgotten.
For financial advisers, this is a chance to lead with empathy and impact. By helping SME clients put Group Life cover in place, you’re not just selling a policy, you’re helping them build a culture of care and responsibility.
So next time you speak to an SME client, ask them: “What happens if one of your team doesn’t make it to retirement?” Because not every worker gets to retire, but every worker deserves to be remembered. 

Sources:

1] Health and Safety Executive (HSE) – RIDDOR reported fatal injuries by industry, accident kind, age band and region (RIDFATAL), .xlsx. Published July 2025.  Contains public sector information licensed under the Open Government Licence v3.0.

2] Aviva 2025 Group Protection Claims and Wellbeing Insight report Published May 2025

3] Aviva SME Group Protection Strategy Research. The Big Window - May 2024

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