Why rehabilitation is the missing link in protection conversations

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.

A strategic advantage for advisers

Incorporating rehabilitation into protection conversations does more than enhance client outcomes, it strengthens your proposition:

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?”

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.