It is vital protection advisers establish meaningful relationships with female breadwinners when talking about finances to ensure the continuation of the industry.
This is according to Juliette Meads, national account manager at Vitality (pictured), who spoke to Health & Protection for our analysis exploring how more diverse workforces are proving the catalyst for change across health and protection sectors.
Meads maintained that while the sector is on the right path when it comes to using female examples when discussing the need for insurance, there is still more to be done to eliminate unconscious bias in communications with women.
“According to YouGov, four in 10 breadwinners are now female,” Meads continued.
“Although this statistic continues to grow, there are still unconscious biases in terminology used and until we can begin to truly eliminate these biases, the use of female pronouns and names needs to be purposeful.
“According to Schroders, it is predicted that 65% of the wealth in the UK will be in the hands of women by 2025, so ensuring that there is an established relationship with women when discussing finances is integral to the continuation of our industry, advisers that don’t engage with women will see that client move to another firm if they’re not careful.”
