Striking a balance

Industry specialists often point out that women represent an untapped market for protection products and are the key to getting the message across to the largely under-insured UK population. Swiss Re's estimate that we face a life assurance protection gap of £2 trillion pounds and an income protection (IP) gap of £130bn highlights the importance of persuading people to get the cover they need. And if targeting women with convincing marketing messages helps to close the protection gap, then this is an opportunity all protection companies should grasp. Most women are aware they are likel...