Survey reveals a sharp rise in adviser appetite for general insurance, but also gaps in client engagement and process confidence
Almost one in three advisers (30%) now identify general insurance (GI) as their single biggest area of business growth over the next 12 months, according to Paymentshield's 2026 Adviser Survey.
The figure marks a substantial increase from 7% in 2025 and 9% in 2024.
The survey ranked GI alongside mortgages, product transfers, life insurance and income protection. Its emergence as a leading growth priority signals a meaningful change in how advisers are approaching their businesses.
The research also points to a disconnect between adviser assumptions and customer motivation. Two-fifths of advisers (40%) believe clients seek GI advice primarily for convenience, believing clients lack the time or inclination to arrange cover themselves. Only 18% attributed client demand to a desire for peace of mind in having the right product.
However, separate Paymentshield consumer research conducted in September last year produced contrasting findings. More than a third (35%) cited peace of mind as their primary driver for seeking advice, and over half (56%) said they would pay more for insurance if it ensured they had the appropriate cover.
According to the survey report, GI remains relatively new territory for many practitioners. One third of survey respondents (33%) are either at the earliest stages of having GI conversations or have been doing so for only one to two years. A quarter (25%) said they were uncertain about when to raise GI during the advice process, and 59% acknowledged scope to improve their approach.
The findings also highlight gaps in ongoing client engagement. More than a quarter of advisers (28%) said they only revisit a client's GI needs when prompted by the client, while a further 25% rarely or never raise GI with remortgage or product transfer clients.
On sales strategy, referral is emerging as a potentially more prominent model. More than two in five advisers (41%) said they believe they could generate more revenue by referring clients rather than converting every case themselves, and 52% said referral could open revenue streams they would otherwise miss. Despite this, nearly two thirds (64%) have yet to use a referral service.
"This year's results show a genuine shift in how advisers view GI," said Nasar Hussain (pictured right), associate director of intermediated household at Paymentshield. "Many are now viewing it as one of their biggest growth opportunities for the year ahead.
"But ambition alone isn't enough. Our research highlights several practical opportunities for advisers to grow GI successfully, from aligning conversations more closely with what customers value most, particularly the 'peace of mind' factor, to making GI a more consistent part of every client journey through regular reviews and conversations with all client types.
"By focusing on customers' individual needs and ensuring they have the right protection in place, advisers can support better customer outcomes. We're committed to helping advisers turn that ambition into a reality and supporting the nine in 10 advisers who want to grow their GI volumes."
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