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| Welcome back to Touchpoint. |
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| This month we’re calling on you to consider the kids. Children’s critical illness cover isn’t always the easiest conversation to have, but it’s an important one. Having children’s critical illness cover in place gives families more financial freedom to do what they need to if their child became ill, without worrying about money. |
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| The need for children’s cover |
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| Children’s critical illness cover provides essential financial support for families if a child becomes critically ill. It can help parents manage lost income, pay for medical expenses beyond what they receive from the NHS, fund travel costs, and make changes to their home if they need to. Without it, families may need to rely on savings, loans, or fundraising, which adds stress to an already difficult time. But with children’s cover in place, parents can focus on their child’s recovery and wellbeing. |
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| The cost of a child with a critical illness |
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| We did some research in September 2023 with charity Young Lives vs Cancer, which showed the extra costs that families face if their child receives a cancer diagnosis1 : |
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| Almost £700 |
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| monthly average extra costs during treatment. |
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| £6,000 |
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| yearly average loss of income. |
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| £10,000 or more |
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| yearly loss of income for 1/3 of the families surveyed. |
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| That’s without even considering the countless hours parents spent on taking care of their sick child, the emotional impact, and the effects on their own financial security and planning. |
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| Our children’s cover just got better |
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| Last month, we made our biggest cover upgrade yet to our Children’s Critical Illness Protection. We added 2 new definitions, improved 11, made neutral wording changes to 12, and rewrote one definition for greater clarity of when we wouldn’t pay. With our unique cover upgrade promise, all existing policyholders benefit from these changes too. |
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| Things to know about our children’s cover |
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| 100% of claims paid |
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| In 2024, we paid 100% of our Children’s Critical Illness Protection claims2. |
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| Flexible cover |
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| Our children’s cover can be added to any adult cover, including life and income protection, and parents can choose any amount up to £100,000 (up to their own cover amount).
In 2024, 56% of our children’s critical illness claims were attached to adult life cover, and 7% were attached to
adult income protection2. |
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| One cost for all the kids |
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| It costs around £5 on top of the adult’s monthly premium for £25,000 of cover, £10 for £50,000 of cover, and £20 for £100,000 of cover. And the costs stay the same, no matter how many children are in the family. |
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Sources:
- Cancer Costs, Young Lives Vs Cancer research sponsored by Guardian, September 2023.
- Guardian claims with a decision made from 1 January 2024 to 31 December 2024.
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Join our ‘Let’s get kids
covered’ webinar |
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| With Rachael Welsh, Head of Marketing and PR and Judy Ashworth, Senior Business Development Manager |
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| Join Rachael and Judy at 11am on Wednesday 21 May to understand why children’s critical illness cover is important, how to have the conversations with your clients and why to recommend Guardian. Click the button below to register. |
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| Tip of the month |
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| With Nathan Wootton, Waddle Insurance |
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| Each month we bring you tips from industry experts and advisers. This time, Nathan Wootton talks about how he helps clients protect their families: |
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| “At Waddle, we like to ask clients, ‘Have you considered how your protection plan supports your whole family—not just you?’ It’s a gentle way to introduce children’s critical illness cover and shows we’re thinking beyond just the basics. This low-cost add-on can make a real difference if the unexpected happens, helping ease financial stress during already difficult times. It’s part of our family-first approach to protection. Try weaving this question into your conversations—it opens the door to more meaningful advice and shows you’re truly invested in your clients’ proper peace of mind.” |
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| That’s all for May. We hope this month’s Touchpoint had some useful ideas to help you get more kids covered. |
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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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| Follow us: |
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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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