Striking a balance

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 likely to pay a different price for insurance than men. Women have a longer life expectancy ' 80 years instead of 75 ' and therefore pay less for life cover. However, women tend to pay more for IP an...