From rejection to protection: turning conversations into confidence

Neil Carpenter, Trading Manager, Protection Distribution at Aviva, explores how advisers can overcome client objections by using empathy, insight and personalised tools to close the protection gap.

Published: 02 Feb 2026 5 mins read

In today’s uncertain world, protection is more than just a financial product, it’s peace of mind, resilience, and support during life’s challenges. Yet, despite its importance, a significant protection gap remains in the UK. According to the FCA Financial Lives 2024 Survey, just over half of the population (54%) still lack any type of protection insurance¹

Across the industry, we all have a shared responsibility, not just to sell policies, but to educate, empathise, and empower clients.

Understanding the rejectors

Aviva’s research has identified several key customer segments that are more likely to reject protection. These include:

Young Families (30–45): Often lower earners or part-time workers, they may undervalue their role and see protection as non-essential.
Zillennials (25–30): Independent and carefree, they live in the moment and need early education on financial planning.
Anxious Uninformed (45–65): Financially stretched and overwhelmed, they need clarity and reassurance.
Family/Divorced (30–55): Often cynical or self-reliant, they require trust-building through relatable stories.

Each group has unique mindsets and challenges, but they all share one thing in common: they need to see protection as relevant to their lives.

Making protection personal

One of the most powerful shifts in protection conversations comes when advisers start with the person, not the product. It’s about understanding where someone is in life, their fears, their goals, and their priorities.

The LIFE model is a simple yet effective framework to guide these conversations:

L – Long-term: What are their aspirations for the future?
I – Income: How do they earn, and what would happen if that stopped?
F – Family: Who depends on them financially?
E – Enjoy: What do they love doing, and how would losing income affect that?

By using open-ended questions and listening actively, you can uncover the emotional drivers behind financial decisions. This approach not only builds rapport but also helps clients articulate their own need for protection.

The power of language

Words matter. The language we use can either alienate or engage. Instead of focusing on “insurance” or “premiums,” talk about “legacy,” “peace of mind,” and “protecting memories.” One adviser put it perfectly: “My job isn’t just to protect income, it’s to protect futures.”

Using emotive, relatable language helps clients connect the dots between their current lifestyle and the potential impact of life’s unexpected events. It’s not about fear, it’s about empowerment.

The OPEN’D model: Revealing the need

To guide clients from awareness to action, you could consider using the OPEN'D model:

Opportunity: What do they want for their family if something happens?
Problem: What risks or shortfalls could derail those plans?
Exploration: How would those problems affect their lifestyle and goals?
Need: What protection is required to safeguard their future?
Decide: Are they ready to take action?

This model helps clients realise the importance of protection on their own terms, making the decision to proceed feel natural and necessary.

Tools to support your conversations

We’ve developed a suite of tools to help you bring protection to life:

Aviva cover stories: A national radio campaign featuring real-life stories from well-known personalities, designed to make protection feel relatable and relevant.
Interactive shield of protection: A visual tool that helps clients explore “what if” scenarios and understand the solutions available.
Selling protection guide: A step-by-step resource with conversation prompts, product brochures, and claims statistics to support your advice.

These resources are designed to make your conversations more engaging, more effective, and ultimately more successful.

From conversation to confidence: Let’s close the gap together

Every conversation you have is an opportunity, not just to offer a product, but to provide peace of mind, build resilience and make a lasting difference in someone’s life. By understanding your clients’ stories, speaking their language, and guiding them with empathy, you can help turn hesitation into confidence and rejection into protection.

At Aviva, we’re here to support you every step of the way. Whether you’re looking for tools to spark meaningful conversations or insights to deepen your client relationships, our resources are designed to help you succeed.