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‘The most positive development I have seen in the industry’

Kevin Carr, director of protection, Pru Protect

“This campaign is one of the most exciting and positive developments I have seen in the protection industry. To get 22 insurers this far is a great success and the first phase has delivered a highly intelligent and professional piece of work that quite possibly would not have otherwise existed.

“Given the right foundation, the campaign can achieve its aims of disturbing the market, improving consumer understanding and changing consumer behaviour so protection insurance is considered a sensible, virtuous and value for money purchasing decision for more families in the UK, helping to close the protection gap.”


Tom Baigrie, chairman, Consumer Protection Insurance Engagement Campaign and managing director, Lifesearch

“Protection sales have fallen sharply so far this decade. That is because no one has been explaining to the public just how vulnerable they are to losing their income through disability or death. As no Government will ever do this, it must be up to the protection industry as a whole to make the case and get consumers to start protecting themselves properly, so the campaign is designed to change consumer behaviour and reposition protection as a wise and virtuous thing to buy.

“All who have seen it agree it might very well achieve that lofty aim but there is no doubt that the amounts being asked for from those charged with funding the campaign are going to be hard to achieve at this difficult time. It is the right moment however, as hard times cause all to take more personal responsibility.” Nick Kirwan, assistant director of health and protection, Association of British Insurers

“The Consumer Protection Insurance Engagement Campaign group’s proposals for a protection insurance awareness campaign are well thought through, showing a good understanding of the issues we face in trying to persuade the public of the benefits of protection insurance. The funding of such a campaign will be for individual participants to decide. The ABI is supportive of any initiative to raise consumer awareness of their protection needs, and the ABI will be guided by members on the role they want us to play in the CPIEC campaign.”


Martin Werth, managing director, Fortis Life

“The CPIEC has already done a tremendous amount of work in producing original research on how consumers view the protection market and in scoping how we could narrow the protection gap. I am very impressed by the quality of the work to date, which has once again highlighted the significant gaps in consumers’ knowledge of the products and services we offer.

“We need to increase consumer confidence in the products and services we offer and in the scope of the products they have bought. The biggest danger is that consumers buy the wrong products and have misplaced peace of mind. By using mass media communications, the industry may be able to achieve more by joining forces than any individual company can ever achieve. Of course, we cannot underestimate the size of the task and the very significant cost of addressing it. This is the single biggest challenge that we face if the CPIEC is to succeed.”

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