The result of our latest poll should surprise few in the sector, where just under half of those taking the poll (44%) have agreed that product pricing is the one factor which most often informs their selection of life insurance product solution for their clients.
With the usual disclaimer that the preferred product solution will regularly be informed by each client’s individual circumstances, the result of this poll – while unsurprising in itself – may raise some eyebrows when compared with a similar poll we shared with you 15 years ago.
Noting neither the question nor the answer options were exactly the same, it’s nonetheless worth reviewing collective adviser thinking in November 2011:
This Riskinfo poll was conducted in November 2011 in response to a report at the time which indicated 54% of advisers placed all of their risk new business with a single provider…
How times change! Riskinfo readers will note that ‘Underwriting service quality’ topped the list in 2011, and that ‘Underwriting support’ remains a strong motivator for many advisers in this current poll. The big shift, however, is in ‘Product pricing’ – easily the most important factor for advisers in 2026 (again, noting our earlier disclaimer), whereas ‘Premium rates’ ranked only fifth in 2011, with less than one in ten saying this was the most influential factor.
On the surface, this comparable outcome serves to highlight the more intense cost-of-living pressure being experienced by Australian households in 2026 compared with 15 years ago.
But whichever way you may want to slice and dice these comparative results, the advisers of today have sent a clear message to insurers about where their own priorities lie when it comes to what mostly informs their product choice for their clients.
Our poll remains open for another week and we welcome your thoughts as always…
