As an under-30 in the protection industry, it’s clear to me that young people aren’t engaged with what we do.
How we talk to young people about protection is something I feel strongly about, because let’s be honest – most of them aren’t thinking about it.
It’s not something we’re taught about in school. It’s not something we see much of on social media. And with the average age of first-time buyers now at 33.5 years old, protection isn’t on their radar.
But it should be.
If you’re in your 20s or 30s, your income is probably your biggest asset.
You might not own a home yet. You might not have kids. But you’ve probably got rent to pay, bills to cover, and a life you’re building.
And if something unexpected happens such as taking time off work for illness or injury, then protection can be the thing that keeps everything else going.
So why don’t more young people have it?
Not speaking their language
It’s not because they don’t care. In my view, it’s because we’re not speaking their language.
We tend to frame protection around life milestones like mortgages, marriage, and children. But for many young people, those milestones are years away.
That doesn’t mean they don’t need cover. It just means we need to change the conversation.
For me, it’s important to highlight protection isn’t about what you have. It’s about what you stand to lose.
So, what do I think young people care about?
- Staying financially independent
- Paying rent on time
- Keeping up with car payments
- Not being a burden on family or friends
- Having the freedom to live life on their terms
- Their future plans
That’s what protection is really about. And when we frame it that way, it starts to feel relevant.
The reality
Around 2.78 million people were economically inactive due to being on long term sickness leave in the UK in the first quarter of 2025.
Nearly one in four people out of work due to ill health are under 35 while one in 10 people have no cash savings.
If your income stops, everything else is at risk. That’s why income protection, critical illness cover, and even life cover can be just as important in your 20s and 30s as they are later in life.
Finding the touchpoints
With younger generations reaching traditional protection milestones like getting married, buying a home, and starting a family much later than previous generations, it’s worth rethinking not just what we say about protection, but when we say it.
Rather than waiting for these conventional life events, we should consider engaging young people at the moments that matter to them now.
Milestones like buying their first car, renting a flat or room in a house share, or starting a first job may not seem like obvious entry points for protection conversations, but these are the times when young people begin to build their financial independence – and start to acquire things worth protecting, whether that’s a car, an income, or a lifestyle.
By aligning our approach with the realities of modern life, we can make sure protection feels relevant and valuable, right from the start.
How advisers can make it land
Here are five ways you can make protection feel real for younger clients:
- Lead with lifestyle – Start with “what if you couldn’t work for six months?” not “what if you died?” Focus on protecting their lifestyle – not just their dependants.
- Keep it simple – Avoid jargon and use real-life examples. Show how a small monthly cost can make a big difference when life does not go to plan.
- Make it flexible – Young people move jobs, change careers, go freelance. They need cover that moves with them.
- Be where they are – Use social media, podcasts, and digital tools to start the conversation. They are digital natives and that’s how they like to connect. And start the conversation early – when they’re starting their first job, renting their first place, or setting up their own business.
- Show them people like them – Representation matters, so use advisers and case studies that reflect their age and stage. Young people tend to think they’re invincible, so share stories of young people who’ve claimed. Make protection feel like something for them – not their parents.
Young people don’t need protection because they’re planning for the worst. They need it because they’re building something worth protecting.
And if we can help them see that, we will not only grow the market we will build trust that lasts a lifetime.