We’ll look at how value-added services can give your clients practical, emotional and everyday support when they need it most, and how these services can make your protection conversations easier too.
Visit adviser.guardian1821.co.uk/webinars for the webinar recording and the details of future webinars.
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| This month, we’re talking about value-added services. |
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| A payout can make a big difference. But sometimes, it’s not enough. That’s where value-added services come in – practical, emotional and everyday support when clients need it most. And they don’t just add value for policyholders, they can make protection conversations easier too. |
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| More than a nice-to-have |
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| Additional services like 24/7 GP access, mental health support, and second medical opinions are no longer ‘nice-to-haves’ – they’re becoming essential. Here’s what recent research tells us: |
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- 38% of customers actively seek GP and primary care support when choosing insurance 1
- 50% say NHS delays are their main reason for taking out private medical cover 1
- 43% of advisers said that value-added services ‘always’ or ‘frequently’ influence their clients’ choice of policy 2
- 80% of advisers believed that value-added services reinforce the everyday value of life and critical illness insurance 3
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| Clients want more than a payout. They want services that fit into everyday life – support they can access without the need to claim. |
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| Tips to introduce protection through everyday support |
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- Start with what matters most – your clients’ day-to-day needs rather than policy terms or premiums. Try questions like:
- Do you have easy access to a GP when you need one?
- Would emotional or legal support be helpful if something unexpected happened?
- Use real-life examples from your other clients who have used these services as case studies
- Position these services as immediate value from their monthly premium – they’re available from day one of their policy, even if they aren’t making a claim
- Back up your conversations with relevant statistics
- Make sure clients know how easy it is to access these services.
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| Our additional support services |
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Free medical expertise that policyholders can access anytime. |
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An extraordinary claims service for every policyholder. |
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| Unlimited GP access, second medical opinions, mental health support and aches and pains consultations, available as soon as their policy starts.
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Tailored support when life gets tough, from counselling to legal support, and everything in between.
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Sources:
1 Vitality, How the evolution of PMI is attracting new customers, August 2024.
2 CIExpert, 2024 Critical Thinking Report, October 2024.
3 COVER, Benefitting from value-added benefits, June 2024. |
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| Guardian Anytime and HALO don’t form part of your client’s contract with us, and we can change or remove the benefits included at any time. |
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| Join our webinar: Additional support beyond the policy |
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| With Joe George, Business Development Manager |
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| Join Joe at 10am on Thursday 20 November to discover how to use value-added services, such as GP 24/7, mental health support and second medical opinions to support your protection conversations. We’ll explore how everyday support can help clients see the value of protection. |
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| Tip of the month |
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| Godfrey Buckle, Kalon Financial |
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| This month, Godfrey Buckle shares how additional services can be a good protection conversation starter. |
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| “One of my clients recently experienced a bereavement, and what truly made the difference wasn’t the payout itself, but the practical support they received. They were referred to LegaCare, who helped them navigate probate forms and provided guidance at a time when they really needed it. The client described it as a lifeline.
That experience was a powerful reminder of how important it is to start protection conversations from a place of real-life support. Approaching it this way feels softer and more personal – it helps clients understand the true value of protection without getting lost in policy details, and it often opens the door to much more meaningful discussions.” |
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| When Marilyn was diagnosed with breast cancer after a routine mammogram, HALO made sure she didn’t face treatment alone. Find out about the support Marilyn received and how it made all the difference to her life. |
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| That’s all for November. We’ll see you next month. |
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| If you have any questions, please give us a call or send us an email. |
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| Kind regards |
| Your Guardian Team |
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Guardian Financial Services Limited is an appointed representative of Scottish Friendly
Assurance Society Limited. All products are provided by Scottish Friendly. |
© 2025 Guardian Financial Services Limited
Guardian Financial Services Limited is an appointed representative of Scottish Friendly Assurance Society Limited which is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. Registered office: Galbraith House, 16 Blythswood Square, Glasgow G2 4HJ. Registration number 110002. Guardian Financial Services Limited is registered in England and Wales under number 11115769. Registered office: 11 Strand, London WC2N 5HR. |
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