Mental health is discussed more openly today than ever before, yet some conversations remain significantly harder to have.
According to Samaritans, while 74% of people say they feel comfortable talking to family and friends about mental health, this falls to just 45% when it comes to talking about suicidal thoughts.
The figures highlight that, despite growing awareness, stigma and discomfort can still prevent people from speaking openly about the challenges they are facing.
World Suicide Prevention Day serves as an important reminder that creating opportunities for honest, supportive conversations can make a meaningful difference.
While much of the focus rightly falls on healthcare providers, charities and support networks, there is also a vital role for businesses and advisers who regularly speak with people during significant life moments.
In the protection market, these conversations often happen when people are considering how to safeguard their family’s financial future.
For some, discussing topics such as a health, wellbeing and personal circumstances can feel daunting, particularly if they have experienced mental health challenges in the past.
Access to protection
One concern that advisers frequently encounter is the misconception that a history of mental illness automatically prevents someone from accessing life insurance or other protection products.
In reality, every application is assessed on its own merits and there are often options available to customers that they may not have considered.
This is where the service we provide can make a genuine difference.
A good adviser does more than explain products and prices.
They help customers understand the application process; explain what information needs to be provided, answer sensitive questions and provide reassurance throughout the journey.
For many people, having someone guide them through what can feel like a complex process provides confidence and clarity at a time when they need it most.
The protection industry has also evolved significantly in recent years.
Alongside financial support, many insurers now provide access to wellbeing-focused services designed to help customers look after their physical and mental health.
According to the Association of British Insurers, approximately 1.33 million mental health, counselling, therapy and digital-CBT sessions were delivered through insurer-provided health services in 2023, while around 2.2 million people used insurer-provided health services during the year.
The findings highlight the growing role insurers can play in supporting wellbeing and encouraging people to access help when they need it.
Support comes in many forms
World Suicide Prevention Day is ultimately about recognising that support comes in many forms.
Whether someone chooses to speak to a healthcare professional, a friend, a family member or even a trusted adviser, taking the first step and having an open conversation can be incredibly important.
While advisers are not usually trained mental health professionals, they can play an important role in recognising when a customer may be finding a conversation particularly difficult.
Creating space for people to speak openly, listening without judgement and knowing where to signpost individuals for specialist support can all contribute to better outcomes.
Sometimes, simply knowing that someone has listened can make a meaningful difference.
The protection industry has an opportunity to contribute, more so, to a culture where people feel more comfortable discussing their circumstances and seeking support when they need it.
While insurers and advisers are not mental health professionals, they are often trusted voices at important moments in people’s lives and can help create an environment where customers feel listened to rather than judged.
Encouraging open and honest conversations benefits everyone.
It helps customers make informed decisions about protecting themselves and their families while also challenging the misconceptions that can prevent people from seeking help.
Every conversation that reduces stigma and promotes understanding has value.
By fostering this approach, we can normalise conversations around mental health, whilst also ensuring that everyone is more likely to get access to the support they need.
If you or someone you know is struggling, support is available.
Speaking to a GP, contacting a mental health professional or reaching out to organisations such as Samaritans can provide vital help and guidance. No one should feel they have to face difficult times alone.