A new study from Legal & General has found a gender paradox when it comes to group protection benefits, with more women than men being aware of the limitations of state health and welfare support, yet fewer actually fully engage with group protection benefits and services.
9 Jun 2021
We have defined “engaging” with the policy as including reviewing and adjusting cover levels according to need, using the embedded value services and / or making a claim.
Across group income protection (GIP), critical illness cover (CIC) and employee assistance programmes (EAPs) two-thirds of women (66% and similarly 63% of men) find these policies relevant to their health, wealth and happiness, yet far fewer women (56%) than men (68%) have engaged with these benefits.
Only 14% of women with a CIC policy have ever tweaked or topped up their policy (vs 24% of men), rising to 20% of women with a GIP (vs 38% of men). What’s more, half of all women with an EAP (49%) have never used any of the benefits on offer and 24% of women with GIP (vs just 12% of men) didn’t know if their policy came with free mental health and rehabilitation support.
A fifth (22%) of women with GIP (26% of men) do not consider it relevant to them or their family, as do 25% of women with CIC and 35% with an EAP. When asked why, in all instances, ‘I feel the state provides this kind of support’ was featured far down the list of priorities (eg for CIC, only 7% of women, vs 17% of men).
The top reasons women gave for benefits not being relevant were as follows:
Of those that have used GIP, a higher proportion of women (27%) than men (17%) said this was because ‘in the current climate, I am concerned about the pressure on NHS services so I want to protect my health the best I can’. This response was the thing women value most about the policy, on an equal footing alongside: ‘Financial peace of mind’ (27%) and ‘Nice to know my employer cares’ (27%).
The top reason for women valuing CIC was ‘Nice to know my employer cares’ (32%) followed by ‘Protecting the family, not just me’ (31%) and ‘Valuable addition to my overall reward package’ (27%).
Colin Fitzgerald, Distribution Director – Group Protection, Legal & General: "One of the key findings from our study is the disparity we have identified among the opinions and behaviours of women when it comes to their group protection policies. On the one hand, it’s reassuring to find that a high percentage of women understand the relevance of these benefits when it comes to self-provision due to the limitations of state health and welfare support. On the other hand, the data shows a disconnect when it comes to how well women actually understand and therefore engage with the products and services available, particularly when compared to men.
This signals a real need to position and communicate these products to women in a way that will help to educate, empower and increase engagement.
These findings present an opportunity for advisers to expand the breadth of their consulting to include – in partnership with insurers – helping employers discover how to communicate effectively and making use of the tools some providers have in place to help to do this.
Segmented and customised benefits and wellbeing communications that are designed to cut through the ‘noise’ and connect with people are key, with a focus on storytelling and humanising benefits, as opposed to insurance-speak, which can often be peppered with jargon, in a one-off communication."
Sian Fisher, CEO of the Chartered Insurance Institute and co-founder of Insuring Women’s Futures: "The insurance and personal finance profession must improve the way it engages with women, help them consider the immediate and longer-term financial implications of their life choices or change in circumstances and empower them to take action to improve their financial resilience."
Established in 1836, Legal & General is one of the UK's leading financial services groups and a major global investor, with over £1.2 trillion in total assets under management* of which a third is international. We also provide powerful asset origination capabilities. Together, these underpin our leading retirement and protection solutions: we are a leading international player in pension risk transfer, in UK and US life insurance, and in UK workplace pensions and retirement income. Through inclusive capitalism, we aim to build a better society by investing in long-term assets that benefit everyone.
*at 31 Dec 2022
Legal & General Insurance (LGI) has been offering life insurance cover since 1836 and is the UK’s number one individual life insurance provider. Our group protection business in the UK offers life insurance and income protection products to individuals through their employers and we offer term-life insurance in the US. We now have over 5.5 million UK life insurance customers, 1.8 million people in group protection schemes and approaching 1.3 million US term-life insurance policyholders. Here in LGI, we protect our customers and their loved ones throughout life and death.
*at 31 Jun 2021