Almost a third of advisers have changed the way they recommend critical illness cover in the past two years following a campaign spearheaded by a comparison service.
Around three in 10 advisers (29%) now promote individual protection policies instead of joint life first event plans.
The Single is Best campaign, which was launched by CIExpert in 2024, encourages such an approach believing that it offers more flexibility and better outcomes for workers.
Raising awareness
CIExpert reports that only 2% of advisers responding to the campaign disagree with recommending single policies, while a further 9% say they feel that compliance stops them from taking such an approach.
The research, which is set to be published in full in Critical Thinking 2026 next month, will say that more than a quarter of advisers (27%) claim that they are unaware of the campaign.
This change comes despite more than a third (36%) of consumers believing that joint cover offers a better protection. The figure rises to 44% for those under the age of 35.
Yet after raising awareness of how joint policies operate at first claim, in the event of separation or divorce, and in protecting their children, the research claims that views changed. Around half (51%) of the 10,000 people interviewed now say that single policies offer better overall protection and value.
Look at the evidence
Alan Lakey, director at CIExpert (pictured), said two years ago the organisation called for a revolution in the critical illness cover market – and we are now seeing evidence that this is happening.
“But we’re not complacent. With a quarter of advisers still unaware of the campaign and many consumers instinctively assuming joint cover is best, there’s clearly more work to do.
“That’s why we’re doubling down with Critical Thinking 2026 – not only maintaining our forensic focus on critical illness cover but expanding into income protection to bring the same rigorous, consumer-focused analysis to the broader protection market.
“The industry needs evidence-based research to challenge outdated assumptions, and that’s exactly what we’re delivering,” he added.
The second edition of Critical Thinking 2026, CIExpert’s report on the critical insurance market, is scheduled for release on 12 March.
