"These findings underline the importance of looking beyond simply securing cover at outset."
- Justin Taurog - VitalityLife UK
New research from Vitality has revealed that concern about being diagnosed with a serious illness is high among UK adults, with 61% worried about being diagnosed with cancer, while 53% concerned about worry about having a stroke, and 52% are worried about heart attacks.
Despite this, many people remain uninsured. Even among those with protection in place, there is often uncertainty about how critical illness products are designed to work, particularly after a claim.
The research found that just one in ten (11%) said they had a policy that could cover them if they were diagnosed with any of these illnesses.
Even among existing policyholders, understanding of critical and serious illness cover is mixed, with two in five (42%) claiming they were unsure whether their policy would end or continue following a successful claim.
For advisers, this creates a more complex advice landscape. Concern about serious illness is high, but expectations around how protection should respond over time may not always be explicit at the point cover is arranged.
As medical advances contribute to an improvement in health outcomes, with more people recovering from conditions once considered life-threatening, customers are increasingly looking for protection that can be structured to reflect their longer‑term needs, rather than responding to a single event.
Vitality says that this presents an opportunity for early engagement with clients, helping them consider more clearly how they want their cover to work for them as time progresses.
Nearly three-quarters of respondents (72%) said they would value a policy that continues after a claim to provide cover for future conditions; however, awareness remains limited, with only 28% aware that some policies can be structured in this way.
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"These findings underline the importance of looking beyond simply securing cover at outset," Justin Taurog, CEO of VitalityLife UK, said. "As people live longer and increasingly recover from serious conditions, serious illness is less likely to be a one‑off event and more something individuals manage over time.
"That shift in health outcomes was a key driver behind our decision to introduce Serious Illness Cover (SIC) and why we regularly review and update what it covers, allowing for multiple claims, reflecting how the market and client needs are evolving. In practice, we are already seeing this play out, with one in ten Vitality SIC claims paid to someone who has previously made a claim.
"For advisers, this reinforces the opportunity to help clients understand not only cover at the point of diagnosis, but how protection is designed to respond after a claim and remain aligned with longer‑term health and financial needs."
