Why rehabilitation is the missing link in protection conversations

Matt Smith, Rehabilitation Manager, Group Protection at Aviva, explores how rehabilitation is reshaping the role of protection insurance, moving it from reactive support to a proactive force in tackling the UK’s workforce health crisis. 

As the UK grapples with economic inactivity and a growing health-related absence crisis, the government’s “Get Britain Working” white paper has reignited the national conversation around workforce participation. For financial advisers, this presents a timely opportunity to reframe protection insurance, not just as a financial safety net, but as a proactive tool for recovery and return to work.

At the heart of this shift is vocational rehabilitation.

The case for rehabilitation in protection

Income protection and group income protection (GIP) policies have long been valued for their ability to provide financial continuity during illness or injury. But increasingly, the real differentiator lies in the support services that accompany them, particularly early intervention and vocational rehabilitation. Aviva’s latest H1 2025 data [1] paints a compelling picture:

• 87% of individual income protection (IIP) customers who received rehabilitation support either returned to or remained at work.

• In the group space, 82% of employees supported through Aviva’s GIP rehabilitation services returned to or remained at work.

• Group Protection conditions supported include mental health (45%), musculoskeletal disorders (7%), and cancer (13%), all of which are among the leading causes of long-term absence in the UK.

These aren’t just statistics, they’re stories of lives rebuilt, careers salvaged, and employers retaining valued talent.

Insights for advisers - what you need to know

The value of rehabilitation is not always front of mind for clients. In fact, Aviva’s June 2025 research [2] among 1,235 UK employees revealed that:

• 71% of people are unclear about vocational rehabilitation support. 41% have heard of it but aren’t sure what it includes.And 31% have never heard of it at all. That means nearly 3 in 4 people either don’t know what vocational rehab is or aren’t clear on its purpose.
• Just 11% had used rehabilitation services through their employer.
• Yet, of those who had, over 87% found the support helpful in staying in or returning to work.
This gap between awareness and impact is where advisers can make a real difference.

A strategic advantage for advisers
Incorporating rehabilitation into protection conversations does more than enhance client outcomes, it strengthens your proposition:
• Demonstrate holistic value: Clients increasingly expect more than just a payout. Rehabilitation shows how protection can actively support recovery.
• Support employer clients: For those advising SMEs or corporate clients, GIP with embedded rehab services can reduce absence costs and improve employee retention.
• Differentiate your advice: In a competitive market, highlighting the practical, human benefits of protection can set your recommendations apart.

Making it real for clients

When discussing protection, consider asking:

• “If you or a member of your team were unable to work due to illness, how important would it be to have support getting back to work, not just financially, but physically and mentally?
• Is there specialist support in place that can design safe and sustainable phased return to work plans for people recovering from illness or injury?”
• “Would you value access to vocational rehabilitation that includes private treatment, physiotherapy, or mental health support as part of your cover to get you or your team back in work?”

These questions open the door to a more meaningful conversation, one that goes beyond premiums and payouts.

The bigger picture
As policymakers push for solutions to economic inactivity, the role of employers, insurers, and advisers becomes more critical. When rehabilitation is available as part of protection, it's not just a benefit, it's part of the national solution.
 
By championing these services, advisers can help clients protect more than just their income, they can help protect their future.

Sources:

[1] Aviva Group Protection Rehabilitation Department. January – June 2025 data. Provided by Aviva. 

[2] Aviva Research.  The research was conducted by Censuswide with 1,235 full time and part time employees (aged 16+) across the UK between 02.06.2025 - 04.06.2025. Censuswide abide by and employ members of the Market Research Society which is based on the ESOMAR principles and are members of The British Polling Council. 

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