Income Protection Action Week (IPAW) 2026 has reached its midpoint following two sessions looking at how income protection (IP) relates to career changes and changes in customers’ personal lives.
Tuesday’s session, Moving Up, Moving On: Keeping Protection Relevant Through Career Change, focused on the need for income protection to stay relevant as customers move up in their careers or explore new career options.
Hosted by the Income Protection Task Force’s (IPTF) managing director Jo Miller and executive director Vicky Churcher, the session cited Boostwork’s 2025 survey, which found that 55% of Gen Z workers were either working or considering working a second job, to highlight how the traditional career path has changed in recent years, and how IP needs to change with it.
"Importantly, this means that increasing numbers of customers will be looking for products that can flex around their evolving career and an adviser who can support them as needed," Jo said.
The session also cited Shepherds Friendly’s research, released in November 2025, which found that 34% said their employer does not provide sick pay and 21% were unsure, while 69% of full-time workers did not know the level of statutory sick pay (SSP) or how long it paid out for. In addition, once they learned more about SSP, 27% said it was lower than they expected.
"When people realise the limitations that can and often do exist with employer and state support and understand what their own individual cover will provide, we know that it feels like a more relevant option to them. This is especially true for younger people," Jo continued.
The first panel featured Nathaniel Lee of Business Protected, who discussed how advisers can help self-employed clients who may not believe they are eligible for cover. This was followed by a panel on misrepresentation, featuring Rob Higgins of Cirencester Friendly, Tom Salmon of Pacific Life Re and Andy MacIver of L&G.
Protecting income through change and responsibility
Wednesday’s session centred around the role of IP when life gets bigger, such as deciding to have children, joining a blended family, committing to a long-term relationship, or getting a pet. In short, it is when a person’s income starts to support someone else.
The session cited LV’s Reaching Resilience Report, which found that the average UK worker has three people depending on their income, and that 49% of UK households would only survive for three months without an income.
In addition, the hosts highlighted National Friendly’s Bruised Britain report, which revealed that almost one third of UK adults have experienced an accident in the last three years, and of those in work, over half had to take unplanned time off.
The panels featured discussions with IPTF ambassador Tara Cohen and Matt Down of Mortgage Advice Bureau, who looked at how to effectively use emotional triggers to frame protection conversations and highlight how it protects what matters to customers.
Matt pointed out the importance of focusing on the aspirations new parents have for their children, rather than creating fear or anxiety during a positive emotional milestone, while Tara added that "there’s no point scaring people because it just puts them off. It feels more like a sale, and it really shouldn’t."
The second panel included insights from Nick Erskine of Zurich, Charlotte Rogers of Radcliffe & Co, and Steve Casey of Square Health, who discussed the impact that value-added services can have on income protection. Lastly, Emma Thompson of the PDG and Women in Protection Network looked at the groups currently being left out of the IP conversation and how to engage with a wider range of individuals and families.
"Think of the individual," Emma said. "So use your language that’s not just about families and couples, and treat individuals, when you’re speaking to a couple, individually."
