Advisers and insurers believe improved trust would be the most likely factor to increase protection sales while technology is at the bottom of the agenda, a poll has found.
The Protection Review's survey asked advisers and insurance professionals to name the one industry change they thought would improve sales of protection insurance policies.
Over two-fifths (45%) of respondents said improved consumer trust while 3 in ten (30%) highlighted impoved communication with customers.
New underwriting technology was favoured by just 13% of survey participants and a tenth (10%) said added value benefits.
Meanwhile other technological changes have proved unpopular- just 3% said wearable technology would grow the market, while no respondents believed social media would have an impact.
Kevin Carr, chief executive of The Protection Review said: "Improving consumer trust and understanding of how protection insurance can help when they really need it is clearly essential. Good advertising, publishing claims stats, case studies and campaigns such as Seven Families are all working towards this common aim.
"At the same time though it is interesting that very few people think social media and wearable technology will make a difference. However, that's what Kodak said about phones with cameras, and that's what HMV said about online downloads."
