CIExpert has announced the launch of Critical Thinking 2026, the second edition of its landmark annual research into the UK protection insurance market, set for 12th March 2026. Building on the success of the inaugural 2024 report, it will once again deliver the most comprehensive study of the Critical Illness Cover (CIC) market while expanding its scope to include Income Protection (IP) for the first time.
Early findings from the new research provide compelling evidence that the CIExpert-led “Single is Best” campaign that was spun out from the 2024 report and supported by over 235 individual pledges and 100 company commitments, including LifeSearch and Reassured, is creating meaningful change across the market.
‘Critical Thinking’ drives industry change
Almost three in ten advisers (29%) say the campaign has changed how they recommend Critical Illness Cover. The campaign has called on the industry to pledge to advocate and actively encourage the recommendation of Individual Protection plans as the preferred option for clients, and consider that Joint Life First Event plans need specific justification for their use.
Importantly, very few advisers actively disagree with the principle of recommending single policies (2%), but a notable minority (9%) feel constrained by compliance considerations, indicating that clearer guidance and support could unlock further change.
The findings also point to significant headroom for further impact, as a quarter of advisers (27%) were previously unaware of the campaign. Furthermore, the consumer findings found that when couples are first asked which type of CIC provides the best protection, joint cover is still the instinctive choice: over a third (36%) initially assume it offers better protection for a couple (rising to 44% of under 35s). This reflects limited awareness of how joint policies operate at key life events, including a first claim, separation or divorce, and protection for children.
After a simple explanation of these aspects, and learning that two single policies typically cost only slightly more while providing separate cover for each person, 51% of couples say single policies offer better overall protection and value.
Building on Critical Thinking 2024’s impact
The first CIExpert Critical Thinking report (2024) set a new standard for protection market research. With five major insurers sponsoring the study, it generated over 8,000 report downloads and featured in 60+ live events across the country, reaching over 6,000 advisers through roadshows with major networks including Openwork, Scottish Widows, SimplyBiz and Quilter.
Headline sponsored by Royal London and Guardian, and supported by Aviva, L&G, Vitality and Zurich, Critical Thinking 2026 will maintain the rigorous methodology that made the first report a benchmark in the industry, while significantly expanding its scope to include comprehensive Income Protection research alongside the Critical Illness Cover analysis – addressing the insights of 10,000 consumers and 225 advisers.
Alan Lakey, director at CIExpert, said: “Two years ago, when we launched ‘Critical Thinking’, we called for a revolution in the Critical Illness Cover market – and we’re now seeing the evidence that it’s happening. The fact that almost one in three advisers has changed their recommendation approach as a direct result of the ‘Single is Best’ campaign shows this isn’t just talk, it’s shifting the dial and driving real change.
“But we’re not complacent. With a quarter of advisers still unaware of the campaign and many consumers instinctively assuming joint cover is best, there’s clearly more work to do. That’s why we’re doubling down with Critical Thinking 2026 – not only maintaining our forensic focus on Critical Illness Cover but expanding into Income Protection to bring the same rigorous, consumer-focused analysis to the broader protection market. The industry needs evidence-based research to challenge outdated assumptions, and that’s exactly what we’re delivering.”
Emma Vaughan, Managing Director at Omni Protect, said: “Critical Thinking 2024 and the Single is Best campaign have driven real change. Across our business we’ve seen a clear reduction in joint life plans, showing advisers are responding to the evidence and adapting their recommendations to deliver better customer outcomes. I’m looking forward to Critical Thinking 2026 extending into Income Protection alongside life and CIC, bringing the same evidence‑based insight to further improve the quality of all protection advice, customer value and especially long‑term outcomes.”
The full Critical Thinking 2026 report will be launched on 12th March 2026. Industry professionals can register their interest here.
