From GI spikes to evolving client expectations – it's been a whirlwind 12 months for advisors
This article was created in partnership with Paymentshield.
Each year Paymentshield carry out an Adviser Survey with financial advisers to explore their perspectives, working methods, and obstacles, particularly concerning general insurance (GI).
This year’s Adviser Survey drew 485 responses and, as always, there’s a lot to unpack. While five consecutive interest rate reductions have encouraged greater mortgage market activity - welcome news for the industry - advisers are simultaneously navigating emerging opportunities and challenges.
The state of play
One of the most striking findings from this year's survey is the measured confidence that advisers are displaying about the economic outlook. Nearly half (47%) of respondents’ report feeling more confident about the state of the economy compared to the same period last year. Despite this, a significant 17% of advisers disagree with positive economic sentiment, while over a third (36%) remain neutral, suggesting swathes of the industry remain incredibly cautious after the last few years of market headwinds.
Perhaps more revealing than economic sentiment is that advisers are continuing to diversify, with GI emerging as a key growth area. Over eight in ten (83%) advisers intend to grow their GI business over the next 12 months - signalling the industry's recognition of traditionally ‘ancillary’ products as increasingly important revenue streams.
Client relationships
Paymentshield also found that a huge 93% of advisers view having GI discussions with their clients as best practice - a figure which has remained firm in the 12 months since our 2024 Adviser Survey. However, execution remains inconsistent. While nearly half of advisers (45%) revisit existing clients' GI needs annually, over a quarter (28%) only do so when clients specifically ask. It means there’s significant potential for advisers looking to add value by proactively approaching clients ahead of their GI renewal dates.
Interestingly, the survey challenges assumptions about client preferences in an increasingly digital world. Almost 40% of advisers report rising client demand for GI advice over the past year, with only 12% saying their clients don't want advice at all. This should be balanced with the growing competition that advisers face. However, almost half of advisers report that they are worried about the rise of finfluencers as an alternative source of advice.
The vast consumer adoption of short-form video apps like TikTok means the potential impact of unregulated advice is huge. Indeed, a recent report from social media management company Sprout Social found it has 24.8 million users aged 18 and above in the UK, as of June 2025.
As things continue to change, insights from Paymentshield’s research not only highlights where advisers are thriving but also delivers valuable understanding of how advisers approach GI, the challenges they face and provides practical market intelligence for an industry that’s always looking to improve.
To view the report visit https://www.paymentshield.co.uk/2025survey
