How to overcome mortgage protection barriers

Getting mortgage clients to see the value of protection insurance isn’t always easy. Julie Botha, Head of Adviser Development, shares her top tips on how best to approach protection in the mortgage conversation.

Most people favour immediate gratification over longer-term gain, so it’s no surprise that homebuyers often prioritise furnishings and décor over protection insurance. Research shows only 15% of buyers see protection as a top priority, ranking it behind furniture, décor, and home improvements¹. While financial protection may be the more sensible choice, a new sofa or kitchen delivers instant, tangible satisfaction.

Concerningly though, over half of mortgage holders say they couldn’t maintain repayments for more than six months if their income stopped.

Prioritising protection

With household finances stretched and the cost of buying a home still high, clients often feel torn between immediate needs, home improvements, bills, childcare and the less tangible benefits of insurance. At the same time, they’re more focused on the excitement of moving in than on the risks of illness or death.

Yet a mortgage is typically the largest financial commitment a person will take on. Protection therefore must form a core part of the conversation, especially when we consider the requirements of Consumer Duty and the need to avoid foreseeable harm and deliver good client outcomes. What could be more harmful than your client losing their house for the sake of a conversation around the value of protection insurance.

Approaching protection with the client

One common mistake is introducing protection at the end of the mortgage discussion. This can make it feel like an afterthought or an upsell, which clients may be resistant to. Instead, introduce protection early and revisit it naturally throughout the conversation so it feels integral, not optional.

Exploratory questions can help shift perspective. Asking why a client chose a particular home or whether they’d like to pass it on to their children encourages them to reflect on its emotional and long-term value. This can shift the emphasis from merely protecting the ‘bricks and mortar’ to the home, the people in it and the client’s long-term goals and aspirations.

You can also explore practical scenarios: if their income stopped, which bills would matter most? Or ask what outgoings they could afford to lose. These questions highlight priorities while reinforcing the importance of protection in a relatable way.

Reframing the conversation

How protection is framed can significantly influence client decisions. For example, referring to a mortgage as a “debt” can prompt a different mindset. Asking “who owns your home?” or why lenders require buildings insurance can help clients recognise their financial exposure.

When presenting recommendations, use cost comparisons to add perspective. Clients already understand their monthly spending, whether on subscriptions, phone contracts, or their mortgage. Position protection alongside these costs to show how relatively small it is compared to what it safeguards.

By making protection insurance a core part of the mortgage advice process and reframing the conversation, we can help more homeowners prioritise products like Life, Serious Illness Cover and Income Protection – all whilst maintaining the home they’ve worked so hard to acquire.

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^{1Research carried out by Opinium on behalf of Vitality with 2,000 homeowners with a mortgage between 17-26 October 2025}