Guardian CEO Carlton Hood has revealed he would like the challenger brand and its partners to set about creating a product for consumers who do not have any protection cover at all.
A year ago at a Meet the CEO event in the City of London, Hood told delegates a focus on the real risks customers face could help the sector hit three million policy sales.
But this year’s Term & Health Watch from Swiss Re actually showed a 1.7% decline in new protection policies sold in the UK – falling to 2,003,907 in 2025.
When asked specifically about this decline and what needs to be done to close the protection gap by Health & Protection at the same venue at a launch event for Guardian’s CI Essentials offering yesterday, Hood maintained this downward trend was not for lack of effort from the industry.
More thoughtful
But he added that while there was still work to be done to close the gap, he did think the industry is being more thoughtful.
“So it isn’t just saying, let’s all get together and run a big advertising campaign,” he continued.
“I can’t think of anywhere in the world where that has been effective.
“It is talking about access, being present in the right moment, about digital channels, about entry level products and about AI, digital means, education, a basket of measures that perhaps with the regulator and working in concert, each of them can make a small difference and move the dial.”
Quality cover for those who have none
And he revealed that Guardian’s innovation since entering the market is only likely to continue.
“We have come in and innovated in the core protection products,” Hood added. “I’m really interested in getting the great minds at Guardian and our partners to start thinking about providing quality cover for those who have none at all and what is the product solution that will make that happen.”
