"Recognising these broader triggers creates new opportunities for advisers to engage clients in meaningful protection conversations."
- Victoria Francis - Aviva
New research by Aviva has found that emotional 'last' moments and milestones, such as the last conversation with a loved one who has since passed away, can trigger important financial protection conversations, alongside more traditional big life events.
65% of the 2,000 UK adults surveyed say they often think about everyday experiences that only later became significant because they were the last time that they happened, with 72% saying these moments have had a lasting emotional impact.
In addition, 52% say reflecting on moments that turned out to be ‘the last’ has changed how they think about financially protecting the people in their lives, which Aviva says is an indication that life's most meaningful moments can play an important role in how people prepare for the future.
Yet despite this increased awareness, 46% say they have no financial protection in place, highlighting a gap between people's intentions and actions, while just 22% say they are very confident their loved ones would be financially protected if the worst were to happen.
The experiences people most commonly look back on as unexpectedly significant are often centred on family, friendships and personal relationships. 41% cite the last meaningful conversation they had with someone who is no longer here, 31% cite the last time they saw a close friend before drifting apart and the last time a parent or grandparent was in good health, and 30% cite the last time their whole family was together under one roof.
21% cite the last time their child called them "mummy" or "daddy" before switching to "mum" or "dad", as well as the last time they carried their child to bed after they had fallen asleep.
Looking back also appears to deepen appreciation of the relationships that mattered most. 35% say they wish they had appreciated a parent or parental figure more while they had the chance, while 26% wish they had appreciated their grandparents more.
20% wish they had appreciated a close friend more, while 18% say the same about a partner or spouse.
This comes as the Income Protection Task Force (IPTF) begins Income Protection Action Week, with the central theme for 2026 being 'The Moments That Matter', examining key life stages that can trigger protection conversations.
"The moments that stay with us the longest are often the ones we didn't realise were significant at the time, whether that's a family gathering, a conversation with someone we love, or the everyday routines that later become fond memories," Victoria Francis, protection propositions director at Aviva, said.
"Aviva’s research suggests that reflecting on what matters most can encourage people to think differently about their future and the financial resilience of those they care about. Importantly, it highlights that people may be prompted to consider these issues at moments beyond the traditional milestones of buying a home, getting married, starting a family or changing jobs.
"Recognising these broader triggers creates new opportunities for advisers to engage clients in meaningful protection conversations. By helping people connect important life moments with their financial plans, advisers can reach more clients at relevant points in their lives, support efforts to close the protection gap, and ultimately help more families access the protection they need."
