The year in protection: What shaped it and what’s next?

This has been a year of change, conversation, and innovation. The protection industry continues to evolve, shaped by global trends, medical breakthroughs, and the unique challenges our customers face.

This review highlights the key moments of the year—how advice has been vital, the impact of health developments, and how our customers’ needs are constantly changing.

Trend 1 – The increasing value of protection advice

Although protection is the backbone of a sound financial plan, many have long struggled to find the right words to discuss it. Bringing up financial protection can feel uncomfortable because it touches on topics such as serious illness, accidents, or even death. These aren’t subjects anyone likes to dwell on, but it’s worth discussing them for the peace of mind it brings.

Protection is where a Financial Broker or Advisor can make a real difference. Over the last ten years, we’ve seen a significant switch in the way general insurance is bought. But life insurance hasn’t changed in the same way. Advice is especially important when it comes to protection. In 2023, about 97% of individual income protection policies were sold with personal advice₁. While technology has changed, the need to have human protection conversations has not, which provides an opportunity for financial advisors to make a real difference. At Zurich, we’re determined to keep Protection at the heart of financial planning, not just now but all the way to 2026 and beyond.

Trend 2 – The increased use of new weight loss medications and their impact on health, morbidity and mortality risks

Not that long ago, rising global obesity rates were making headlines in the health sections of mainstream news outlets – these days, however, the spotlight has shifted to a new generation of weight-loss drugs.

Over the course of 2025, drugs like Ozempic, Mounjaro, and Wegovy became household names, as global celebrities openly credited their use for their physical transformations. Known medically as GLP-1 receptor agonists, these drugs were originally developed to help diabetic patients control blood sugar. However, as users achieved impressive weight reductions, demand for their use in weight management grew rapidly. According to IQVIA, a global health data and analytics company, around 1.5 million people in the UK were using medicated weight-loss treatments as of March 2025₂.

How does this affect the protection market?

GLP-1 drugs are still quite new for treating obesity, so we don’t have much long-term data yet and we’re still learning about how weight fluctuates after coming off the drugs. But they may eventually lead to better outcomes for mortality, serious illness, and disability₃.

Weight-loss medications may have potential implications for disclosures, underwriting outcomes and adviser guidance. For now, most applications involving weight-loss drugs are assessed manually, allowing underwriters to assess individual circumstances. We’re learning more every day, but one thing’s clear: reduced obesity and related health risks would eventually be a win for everyone in the protection business – customers, advisers, and insurers.

Trend 3 – The medical advancements that contribute to better health outcomes

At Zurich, Cancer accounts for 68% of all Serious Illness claims and 36% of our Life Insurance claims₄. Globally, Cancer takes the lives of about 10 million people every year making it one of the top causes of death worldwide according to the World Health Organization₅. 

Fortunately, there is good news too. Earlier detection enables timely treatment, which improves survival rates. At the same time, new treatments such as precision oncology and personalised cancer vaccines provide new weapons to defeat cancer₆. The number of Cancer survivors in Ireland has increased by more than 50% compared to a decade ago, leading to 1 in 23 of the Irish Population being a Cancer survivor₇.

How does this affect the protection market?

Many Cancer survivors lead full lives after beating Cancer. In recognition of this Zurich, along with the other members of Insurance Ireland, implemented the Insurance Ireland Code of Practice for Underwriting Mortgage Protection Insurance for Cancer Survivors, which makes it easier for people who’ve beaten cancer to get Mortgage Protection. Since its implementation in late 2023, many cancer survivors have benefitted from the implementation of the code.

Trend 4 - Gen Z is reaching maturity

The majority of Generation Z, born between 1997 and 2012, are now almost fully grown, with the oldest approaching thirty and the youngest well into secondary school. Many in this demographic will continue living with their parents well into their twenties, as they are likely to face high rental and property prices. Younger Millennials and older Gen Zs are likely to be spending a large proportion of their income on housing once they move out of their parental homes, relying heavily on their monthly income.

How does this affect the protection market?

As this cohort graduates, finds partners, moves in together and has children, they will develop a need for Life Protection. Yet, raising awareness and attracting these cohorts presents a challenge at an age in which they may feel invincible. Additionally, they are true digital natives and are active on their own social platforms. Protecting this generation requires our industry to promote the right message via the right platforms and simplify our procedures as much as we can.

The information contained herein is based on Zurich Life’s understanding of current Revenue practice as at December 2025 and may change in the future.

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