In spite of rising inflation levels, individual protection products have seen steady sales, according to Swiss Re’s 2011 market review. Sales of Critical Illness cover and Income Protection remain stagnant as the insurance sector struggles to close the ‘protection gap’
The Term & Health Watch report has revealed that term assurance has grown in sales by 2.2% in 2010, with Critical Illness jumping by 0.8%. Income Protection dived by 5.6% – slightly less than the 7.5% drop of two years ago. New whole life insurance sales were still shown to be on the up, following a healthy growth of16.8%. The report shows that the IFA is still a crucial factor within the protection market, still holding a 56.1% share in the term assurance trade – including an increase of 7.3% in a year when other channels experienced a slump in sales. The company also holds a 60.9% share in the IP market, which has seen sales grow by 4.5% over the last twelve months – at a time when other areas continued to struggle. However, they too saw a significant decline in sale of Critical Illness cover – which experienced a 42.2% drop, overall business for this product has fallen from 10.1% to just 5.8% in the last two years. Falling incomes and rising costs of living could be a contributing factor to the sliding CI sales, with more and more people being unable to afford the cover.
The study also showed that more people are taking advantage of competitive pricing within the market, leading to a fluctuation in term assurance sales as existing cover is re-brokered, average new premiums dropped by 2.2% and 4.3% for Income Protection. Concerns have also been voiced over the small number of providers who dominate the market, as consolidation in the market threatens to isolate other lenders. The top five companies covered almost seventy percent of new sales last year, jumping for fifty-five percent the year before that, CI cover was in a similar state, with the same companies taking credit for around sixty-five percent of sales. However, the amount covered by the top five for IP products had actually dropped from 59.2% to 53.2% from 2009.
When questioned, companied admitted that a ‘depressed’ mortgage market and plummeting incomes could stand in the way of any significant growth in the protection market. Head of life planning as Sun Life Direct, Simon Cox, spoke of the inevitable rise of whole life services, saying it comes from ‘simple, straightforward products which meet customer needs.’

