Milestone moments trigger important protection conversations, according to research from Aviva.
Its poll of 2,000 adults found around two-thirds (65%) said they often think about everyday experiences that only later became significant because they were the last time that they happened.
And these moments continue to resonate long after they have passed, with nearly three-quarters (72%3) saying they have had a lasting emotional impact.
More than half (52%) said reflecting on moments that turned out to be ‘the last’ has changed how they think about financially protecting the people in their lives, suggesting that life’s most meaningful moments can play an important role in how people prepare for the future.
Yet despite this increased awareness, almost half (46%) said they have no financial protection in place, highlighting a significant gap between people’s intentions and actions. And just 22% are very confident their loved ones are financially protected if the worst happened.
The experiences people most commonly look back on as unexpectedly significant are often centred on family, friendships and personal relationships. Key moments people have experienced and later realised were a ‘last’ include:
| The last meaningful conversation they had with someone who is no longer here | 41% |
| The last time they saw a close friend before drifting apart | 31% |
| The last time a parent or grandparent was in good health | 31% |
| The last time their whole family was together under one roof | 30% |
| The last time their child called them “mummy” or “daddy” before switching to “mum” or “dad”. | 21% |
| The last time they carried their child to bed after they had fallen asleep.
|
21% |
Past reflections also appear to deepen appreciation of the relationships that mattered most.
More than a third (35%) said they wish they had appreciated a parent or parental figure more while they had the chance, while around a quarter (26%) wish they had appreciated their grandparents more.
One in five (20%) said they wish they had appreciated a close friend more, while 18% say the same about a partner or spouse.
Victoria Francis, protection propositions director at Aviva, said: “The moments that stay with us the longest are often the ones we didn’t realise were significant at the time, whether that’s a family gathering, a conversation with someone we love, or the everyday routines that later become fond memories.
“Aviva’s research suggests that reflecting on what matters most can encourage people to think differently about their future and the financial resilience of those they care about. Importantly, it highlights that people may be prompted to consider these issues at moments beyond the traditional milestones of buying a home, getting married, starting a family or changing jobs.
“Recognising these broader triggers creates new opportunities for advisers to engage clients in meaningful protection conversations. By helping people connect important life moments with their financial plans, advisers can reach more clients at relevant points in their lives, support efforts to close the protection gap, and ultimately help more families access the protection they need.”
