Insurance has always played a role in protecting clients and in 2026 the importance is impossible to ignore.
A combination of housing market instability and the rising cost of living has left many clients looking for support beyond completion. People are seeking protection, value and simplicity that will wrap up their ‘to-do list’ faster than before.
At the same time, regulatory scrutiny regarding client outcomes continues to intensify. Advisers are expected to demonstrate that protection options are offered clearly, fairly and at the right time.
Start the GI conversation early
How and when GI is introduced often has a large impact. It can be the deciding factor in whether clients buy and how confident they feel in their decision.
When GI is positioned early in the home buying journey, clients view it as part of the full service that advisers offer. This makes them more receptive to the process. It positions you as the trusted expert. Now, clients have time to understand the cover, ask questions, and see the value.
Importantly, because you are ticking GI off their to-do list for them, it makes clients less likely to look elsewhere. The ease of an adviser addressing GI often outweighs the perceived benefits of researching other GI options themselves.
For clients the benefit is clarity and confidence. For advisers, embedding GI early means higher conversion rates, fewer rushed discussions and a better relationship with clients beyond completion.
Why clients should trust advisers instead of comparison websites
When clients arrange insurance through comparison websites, the main benefit is the perceived lower cost. However, this can lead to increased costs later down the line.
Price-led comparisons encourage clients to focus on the cheapest premium rather than the suitability of cover. Important details such as excess levels, optional add-ons and Defaqto ratings can be overlooked. This leaves clients exposed when they need to claim.
There’s also a lack of context. Comparison sites don’t understand the client’s wider circumstances or level of risk. As an adviser, you’ve been with them from the start. You understand exactly what they require. This puts you in the perfect position to reduce the likelihood of clients ending up with improper insurance.
This is reflected in the data. from Fairer Finance surveyed 10,000 customers through their partner, Opinium, and found less than half of clients who purchased GI through a price comparison website trusted the site. For clients that purchased GI through advisers this figure increased to almost 60%.
In a market where financial reassurance matters more than ever, adviser-led GI provides a more considered alternative. One that prioritises suitability and negates the need for clients to look elsewhere.
The benefits for advisers
When GI is embedded in the mortgage journey, the commercial benefits follow naturally. There is an income boost through this reliable revenue stream that sits comfortably alongside mortgage advice. But the real value comes over time.
GI increases lifetime client value by creating annual renewal touchpoints. These touchpoints keep advisers connected well beyond the mortgage transaction. Ongoing talks strengthen ties and build trust. This opens the door to wider insurance discussions, such as Life or Critical Illness Cover.
It also helps advisers diversify their income beyond mortgages alone. In a market where volumes fluctuate, GI adds extra resilience and predictability. Advisers who embed GI into their process aren’t just improving client outcomes, they’re building a more sustainable business for themselves.
Making GI work better for advisers and clients
When GI is delivered through an adviser-led process, benefits are shared between the adviser and client.
Technology and data play an important role in bringing everything together. Simple quote journeys help make sure that clients are provided with options as quickly as possible. Meanwhile advisers benefit from a fast and repeatable process.
Uinsure makes this journey easier than ever, with our simple proposition:
You do it. Login to our Adviser Platform and answer three quick questions to provide your clients with a binding GI quote.
We do it. If you don’t have time to quote GI products, submit a referral to Uinsure and we’ll arrange the GI on your behalf.
Your customer does it. Use UinsureCX to track an individual’s mortgage process and provide fully automated and hyper personalised communications at key moments in the mortgage cycle.
A clear and structured journey helps clients understand their options without feeling overwhelmed. Access to this, supported by a panel of top insurers, builds confidence – especially when backed by 5 Star Defaqto rated insurance and an ‘excellent’ Trustpilot score.
More than ever clients value certainty and ease beyond a low price. Now is the best time to start making GI a natural part of the mortgage journey and not an additional task. For advisers, it becomes embedded into everyday workflow. For clients, it delivers clarity, confidence and protection that will give them peace of mind.