According to the Association of British Insurers, sales of income protection increased in 2015, for the first time since 2007.
The press release mentioned initiatives such as the ABI working with the Money Advice Service, and the 7 Families Campaign being behind this.
But I think it was more the storytelling of the 7 Families Campaign that clinched it. And that points a very clear lesson for the protection industry.
We need more story telling.
This short video explains why.