"This year’s results show a genuine shift in how advisers view GI. Many are now viewing it as one of their biggest growth opportunities for the year ahead."
- Nasar Hussain - Paymentshield
Almost one third (30%) of advisers expect general insurance (GI) to be their single biggest area of business growth in the next 12 months, according to the results of Paymentshield’s 2026 Adviser Survey.
GI emerged as a high priority when ranked alongside every other sales area, including mortgages, product transfers, life insurance and income protection. This represents a significant shift in sentiment compared to recent years, as just 7% of advisers identified GI as their biggest growth opportunity in 2025, and 9% in 2024.
The survey, conducted with 461 financial advisers between May 11th and June 13th, also highlights a potential disconnect between adviser perceptions and what customers actually value when seeking GI advice.
40% of advisers believe the main reason clients seek advice is convenience because they don’t have the time or inclination to arrange cover themselves, compared to 18% of advisers who said it’s because customers want peace of mind that they have the right product.
However, research conducted by Paymentshield in September last year found that 35% of the 2,067 adults surveyed ranked peace of mind as the single biggest driver for seeking advice. In addition, 56% of respondents said they would pay more for their insurance if it gave them peace of mind that they had the right cover for their needs.
Paymentshield says that these findings suggest advisers who take the time to understand customers' needs and recommend appropriate cover can help deliver better customer outcomes, while also strengthening client trust and engagement.
However, for many advisers, GI remains a relatively new discipline. Results from the adviser survey show 33% of respondents are either just getting started or have only been having GI conversations with clients for 1-2 years.
Meanwhile, 25% of respondents stated they are unsure when to introduce GI into the process, and 59% said they could improve their process.
28% of advisers say they only revisit a client’s GI needs when a client asks them to, and a further 25% rarely or never discuss GI with remortgage and product transfer clients, data that Paymentshield says is a sign of opportunities for growth.
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When it comes to sales approaches and tactics, the survey suggests that referral may become an increasingly popular option. 41% believe they could earn more by referring rather than trying to convert every customer themselves, while 52% said referring could help them unlock new revenue streams they would otherwise miss.
Despite this, 64% have yet to use a referral service, highlighting a gap between awareness and use.
"This year’s results show a genuine shift in how advisers view GI," Nasar Hussain, associate director of intermediated household at Paymentshield, said. "Many are now viewing it as one of their biggest growth opportunities for the year ahead.
"But ambition alone isn’t enough. Our research highlights several practical opportunities for advisers to grow GI successfully, from aligning conversations more closely with what customers value most, particularly the 'peace of mind' factor, to making GI a more consistent part of every client journey through regular reviews and conversations with all client types.
"By focusing on customers' individual needs and ensuring they have the right protection in place, advisers can support better customer outcomes. We’re committed to helping advisers turn that ambition into a reality and supporting the nine in ten advisers who want to grow their GI volumes."
