For financial advisers, Group Income Protection (GIP) can feel like a tough sell as it can be often overlooked in favour of other benefits. But with the right approach, Group Income Protection can become one of the most valuable tools in your advisory toolkit. It’s not just about policies and premiums; it’s about helping employers build resilient, caring workplaces, giving employees peace of mind.
In this article, we’ll explore practical ways to communicate the real value of Group Income Protection insurance, address common objections, and position it as a strategic investment in employee wellbeing.
What is Group Income Protection?
Group income protection is an insurance policy that pays employees a percentage of their salary if they're unable to work due to illness or injury. This is up until they can return back to work, or until the plan benefit term expires or until retirement. The main type of Group Income Protection insurance is employer funded, meaning that the policy is decided and funded by the business. It’s the employer’s responsibility to pay premiums, but they can also choose the level of protection they want to provide and when to start it.
Five effective strategies for selling more Group Income Protection
With the right framing, language, and approach, advisers can unlock real opportunities when selling Group Income Protection insurance. Here are five ways to present Group Income Protection in a compelling, client-centred way:
1. Understand your clients needs
Effective advice starts with meaningful conversations. To sell Group Income Protection Insurance successfully, it’s essential to build a detailed picture of your client’s situation. This includes understanding the nature of their business, workforce demographics, absence trends and current employee benefits.
Show how Group Income Protection fits their specific needs. Whether it’s supporting key staff in a small business or offering a scalable solution across a larger workforce. When the benefit of Group income protection insurance is aligned with their strategy and business goals, it becomes more relevant and compelling.
2. Focus on human impact
Start with real life stories, whether from personal clients or from materials from providers. Employers are more likely to engage when they understand the real life scenarios Group Income Protection protects against, such as a valued team member managing long term illness.
By shifting the conversation from features of the Group Income Protection insurance policy to the people it supports, you can make the benefits relatable and urgent.
3. Tackle cost concerns with context
Group Income Protection can be perceived as expensive, but just the cost alone rarely tells the full story. Break down the value of the income protection over time, and compare it to other common business expenses.
Highlight the long-term savings linked to employee retention, reduced absence, and support in returning to work. Frame it as an investment in people, and not a financial burden.
4. Offer customised solutions
No two clients are the same, and your advice shouldn't be either. Offering a tailored approach to Group Income Protection is key to building trust. Clients need to feel that the solution you’re recommending reflects their reality.
Consider factors like your clients workforce size, their industry, occupational risks that might influence the design of their cover, and budget. Rather than presenting a single price, show how different levels of cover can be structured to suit various financial scenarios. Most importantly, emphasise value over cost.
5. Provide ongoing income protection support
By offering ongoing support and assistance to your clients after they’ve got their income protection, you help establish yourself as a trusted financial adviser. Clients value advisers who stay engaged, especially when it comes to something as important as protecting their workforce.
Schedule reviews to show that you’re committed to supporting them and their business as their circumstances evolve. By checking in regularly, you can ensure their Group Income Protection cover remains aligned with any changes in their business.
How Wiltshire Friendly can help
Wiltshire Friendly is a specialist income protection provider. We provide income replacement cover to individuals, employers and sports players who are unable to work due to illness or injury. We understand that recommending protection products is about far more than just ticking boxes - it’s about delivering genuine value and reassurance to your clients.
We’re here to help you tailor Group Income Protection plans that are straightforward, supportive, and built around the needs of each business you work with. From initial discussions through to claims support and regular reviews, we’re with you every step of the way. Get in contact with us today to find out more.