A machine learning future will make protection distribution better, not worse, but the industry has been challenged to not let innovation outpace integrity, according to LifeSearch executive chairman Tom Baigrie.
Baigrie (pictured) was speaking at the advice firm’s awards and revealed the company’s investment in technology and business transformation over the last year has resulted in thousands more policies being written each month.
But despite this uptick in sales, Baigrie added it was imperative the industry sells protection better rather than faster.
Making protection distribution better
Baigrie maintained today’s technology presents significant opportunities for the sector.
“I know from long experience that a machine-learning future will prove better for LifeSearch and all of protection distribution, not worse,” he continued.
“We will do more, faster, with less, and that will cause us to grow, not retrench. We aren’t shrinking from tech enablement; we are already growing into it.
“Last year we wrote 10,000 policies a month, this year it’s 14,000.”
Challenge to industry
Though Baigrie added that AI also offers the sector a challenge – that of ethics versus efficiency.
“The machines have the potential to simplify and speed-up everything, but in the rush to optimise, we must not become ‘blinded by the mind’s eye,’” he continued.
Consequently, Baigrie challenged the industry to resist letting innovation outpace integrity.
“When an algorithm identifies a vulnerable customer, does it see a drop in potential profit—or a human being in need of extra care?” he continued.
“If we use AI to sell faster but fail to sell better, we are merely automating the failures of our collective past.
“‘Action is eloquence,’. It is not enough to claim ‘ethical AI’. It must be in your sales prompts; your claim handling; in the way we treat the bereaved or disabled when the machine says ‘no,’ but the human heart would lead the mind to find a way through.
“I am just an old protection pioneer. I may be ‘twice a child’ in this digital age, but I know our man was right: ‘No legacy is so rich as honesty.’”
Investment risk ‘paying off’
However, despite the innovation and disruption Baigrie added how pleased he was with the firm’s progress.
“I’m filled with warmth this afternoon. My wife Alison and I are incredibly proud of where Debbie [Kennedy] and the chiefs have got LifeSearch to.
“We are enjoying a purple patch – leading the online market in speed and conversion, while our adviser teams break records for protecting families properly.”
Baigrie reflected that the company’s shareholders took a mighty investment risk to reshape the business in 2024 and 2025.
“And as we look into this next era – one I fervently hope will be an FCA-encouraged phase of genuine growth – our bold risk-taking is paying off in spades,” he continued.
“You know, in a deeply uncertain world, British people need protection more than ever.”
Tech evolution
Reflecting on how technology has affected his own career, Baigrie reflected that the first family he protected – that of Bipichandra Manubhai Patel – was when the only tech available was a phone, a rate book, and a typewriter.
“I made my way through the arrival of the PC, mail and the internet, and steered LifeSearch through online-trading, PPC and price comparison,” he continued.
“Not to mention 9/11, the financial crash, Covid and well, right now.”
And looking ahead to next year’s Awards, Baigrie called on the industry to not just talk of cutting jobs or boosting margins.
“Let’s boast again about our growth, about how many more families we protected properly, and how much faster we paid their claims,” he concluded.
Winners
The LifeSearch Awards 2026 winners are:
Heritage Awards
Best Income Protection Provider – LV=
Best Critical Illness Provider – Royal London
Best Life Insurance Provider – Guardian
Best Private Health Insurance Provider – AXA
Best Specialist Product Provider – The Exeter
Best Claims Partnership – Scottish Widows
Outstanding Insurer Online – Legal & General
Outstanding Insurer Offline – Scottish Widows
Horizon Awards
Best Use of Data and Tech to Refresh Protection – Scottish Widows
Best Supporter in Powering LifeSearch to Break Barriers – Publicis Sapient
Closing the Protection Gap – Which?
Leading Light – Protecting People Properly – Louise Colley, Zurich
