From mortgage-led to client-led: how menu plans are changing protection advice
Brianna Saraceno, Protection Propositions Manager at Aviva, explores how menu plans are reshaping protection advice, helping advisers build tailored, affordable cover solutions that balance income protection, workplace benefits and long-term financial resilience for clients.
Menu plans give advisers the freedom to create personal protection packages tailored to each client’s needs and budget, while also simplifying the application process and future administration. Advisers often highlight the value of mixing and matching benefits within one plan to meet different client priorities effectively.
Advisers cite that nearly 50% of new business sales now incorporate some form of menu plan1. Within the individual protection market, critical illness (CI) and income protection (IP) are the two core products most commonly included in these plans1. But this hasn’t always been the case.
Historically, protection discussions tended to begin through mortgage sales, often leading with term assurance. Critical illness cover was usually discussed where family planning was relevant, with income protection considered last. This positioning strategy reflected a more traditional view of protection needs.
More recently, the industry has shifted towards positioning income protection as the cornerstone of holistic financial planning advice. This change aligns with a greater focus on Consumer Duty, encouraging advisers to have deeper, more tailored conversations with clients about their protection needs.
Market view
iPipeline2 data shows that menu plan applications including income protection continue to grow, both in volume and annualised premium.
Around one in four menu plan applications on the iPipeline platform include income protection, a proportion that has shown a gradual increase in recent years. This suggests that growth in the wider menu plan market is also helping to support growth in income protection.
The data also shows a shift in the mix of income protection policies. Limited payment term policies still account for a higher share of menu plan applications than full payment term policies, but the gap has narrowed over the past six quarters.
However, annualised premium tells a different story. Full payment term income protection is now driving a growing share of menu plan premiums, increasing its lead over limited payment term policies.
By offering flexible, menu-based solutions, advisers help clients secure the level of cover that fits their financial plans, balancing affordability with adequate protection dependent on client need.
How menu plans interact with workplace benefits
Advisers regularly discuss protection with clients who receive a variety of workplace benefits. Understanding these benefits is essential to get a complete picture of a client’s financial protection.
The government’s Keep Britain Working initiative encourages employers to adopt workplace health provisions and prevention-led support. Many employers offer rehabilitative and preventative services, and we expect more clients to become aware of these benefits and the support available to them through work.
Swiss Re Group watch data from 20253 shows over 3.3 million individuals have some access to group income protection, rising to more than 16 million when including group life and critical illness cover. Given this widespread access to workplace protection, advisers must fully understand their clients’ cover and support from work.
Making sure clients grasp the extent of their workplace benefits prevents surprises at claim time and demonstrates an adviser’s expertise. Navigating the interaction between group protection and individual income protection requires specialist knowledge, which advisers can provide to add value and reassurance.
Setting advisers up for success with ongoing client support
Personal income protection conversations are critical to ensuring individual cover aligns with workplace sick pay arrangements and other benefits. The goal is to reduce the risk of clients being either overinsured or underinsured when they need protection most.
Protection isn’t a one-off conversation. Working patterns have evolved. Jobs are no longer for life, especially among younger generations. Research from CI Expert4 shows 24% of Gen Z expect to have multiple employers during their career, and 18% anticipate a non-linear career path.
As clients change jobs, their workplace benefits might shift, reduce, or disappear altogether. This creates valuable opportunities for advisers to stay connected with clients, reviewing their income protection to ensure it remains suitable as their circumstances evolve.
Many insurers offer calculators and webinar support to help advisers deepen their understanding of how workplace and personal protection interact. This preparation means advisers can proactively adjust clients’ cover before claims arise, safeguarding their financial futures.
The benefits of menu plans for clients and advisers
Menu plans empower advisers to build personalised protection solutions that reflect clients’ unique situations and financial limits. This tailored approach naturally brings income protection into broader conversations and supports Consumer Duty by helping clients find appropriate and affordable cover.
Menu plans also create a valuable moment to highlight workplace benefits, raising client awareness of the protection and support they already have. This can increase confidence and trust in financial advice.
Market trends show that options such as limited claim period income protection can improve access to protection while addressing affordability concerns. These flexible solutions help clients get essential cover without overstretching their budgets, while providing options for those clients who want to protect their income through to retirement age.
Ultimately, presenting protection through menu plans highlights the vital role advisers play. They guide and educate clients, shaping strategies that integrate both personal and workplace protection. This builds long-term financial resilience and peace of mind for clients, backed by trusted professional support.
Sources:
[1] NMG, UK Distribution Insights Programmes – Retail Life Protection 2025/2026, dated March 2026
[2] IPipeline Multi-Benefit data Q3 2024 – Q1 2026
[3] Swiss Re Group Watch 2026, data as of full year 2025. Published April 2026
[4] CIExpert Critical Thinking Report 2026. Published February 2026
AUTHOR
Brianna Saraceno
Protection Propositions Manager
Aviva
Income Protection
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