The protection market has remained stable but is shifting as demand becomes more tailored and customers look for flexible and simpler products, according to Swiss Re\u2019s Term & Health Watch 2026.\u00a0<\/p>\n
Around two million new protection policies were sold in 2025, up 1.7% on the previous year.\u00a0<\/p>\n
Jennifer Gilchrist, senior industry affairs manager at Swiss Re, said: \u201cThe market is not contracting, but rebalancing.\u00a0<\/p>\n
\u201cCustomers are taking a more considered approach to spending, working with advisers to align protection with their needs and budgets.\u201d<\/p>\n
Income protection grew by 11.9% in 2025, while demand for more comprehensive protection has become more selective.\u00a0<\/p>\n
The estate planning market expanded by nearly 30% with the introduction of joint life second death term assurance alongside whole of life, adding about 7,600 policies.\u00a0<\/p>\n
At the same time, joint life first death policies have declined, with new level term joint life policies falling by 30.6% in one year.<\/p>\n
Charlie Dellar, principal analytics consultant at iPipeline, said: \u201cProtection demand is evolving rather than retreating. 2025 saw continued growth in multi-benefit policies with income protection an increasingly popular benefit.\u00a0<\/p>\n
\u201cWhilst advisers are focused on increased efficiency, it may be that consumer sentiment has also driven this demand \u2013 a sense of financial vulnerability driven by cost of living and economic pressures.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"The protection market has remained stable but is shifting as demand becomes more tailored and customers look for…\n","protected":false},"author":2,"featured_media":69826,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_share_on_mastodon":"0"},"categories":[4],"tags":[6821,9683,41,9465,17],"class_list":["post-69825","post","type-post","status-publish","format-standard","has-post-thumbnail","category-switzerland","tag-income-protection","tag-protection","tag-swiss","tag-swiss-re","tag-switzerland"],"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@ch\/116613313341393663","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/69825","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/comments?post=69825"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/posts\/69825\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media\/69826"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/media?parent=69825"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/categories?post=69825"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/ch\/wp-json\/wp\/v2\/tags?post=69825"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}