What Is the Best Way to Explain Income Protection to Clients?
How Should Mortgage Brokers Explain Income Protection to Clients?
Most clients do not fully understand income protection. They often view it as optional, an add-on that sits behind mortgages, life cover, or critical illness.
The reality is clear. If a client’s income stops, everything else stops.
The mortgage payment, the weekly food shop, the car running costs, the school fees — every part of life depends on that monthly payday.
So how can mortgage brokers explain income protection in a way that makes sense to clients and positions it as essential rather than optional?
Here are five proven strategies.
Why Should Mortgage Brokers Speak in Paydays Instead of Policies?
Many advisers lead with policy terms, cover levels, or lump sum figures. The problem is that clients do not think in those terms.
Clients think in salaries. They think in monthly paydays.
Instead of saying:
“This policy pays £100,000 over 10 years.”
Mortgage brokers should say:
“This policy replaces your monthly income if you cannot work.”
That simple shift matters because most people struggle to conceptualise large numbers. £250,000 sounds abstract, but £2,000 a month feels real and relatable.
It is the same reason why split broker fees often work well. A £500 advice fee might feel heavy upfront, but split into two £250 payments across different months, clients accept it more easily. Their brains are wired to think in monthly payments, and income protection should be positioned in the same way.
If you would like more strategies like this, take a look at my free 30-Day Mortgage Broker Boost where I share practical marketing and sales tips you can apply immediately: ashborland.com/30day.
Why Is It Better to Anchor Income Protection to Lifestyle Rather Than Debt?
Too many mortgage brokers present income protection as “this covers your mortgage.”
That is true, but it undersells the value. Income protection is not about debt. It is about lifestyle.
Think about it:
Mortgage payments keep the roof over your head.
Food, school fees, holidays, and everyday bills keep family life running.
Income protection equals lifestyle protection.
Mortgage protection pays off debt. Income protection keeps the family living inside that house.
In my New Broker Success Framework, a roadmap from passing CeMAP to building a sustainable career, I teach advisers to use a Financial Resilience Check with clients. It shows how much of their monthly income is already committed to expenses. Then, we remove one partner’s income and watch their financial stability collapse. The impact is instant. Clients see their lifestyle is at risk, not just their mortgage.
You can explore the full framework here: ashborland.com/playbook.
Why Do Real-Life Scenarios Work Better Than Statistics in Protection Conversations?
Mortgage brokers are often taught to use statistics when selling insurance. For example:
“One in two people will get cancer in their lifetime.”
“One in five are off work due to illness each year.”
The problem is that clients assume it will not be them. This is optimism bias in action.
Instead of leaning on statistics, mortgage brokers should create scenarios that feel personal:
“If you were off sick for six months, how would you pay the bills?”
“If your income stopped tomorrow, what would happen to your family’s lifestyle?”
One adviser I coach explained it well. When a couple hears “one in two get cancer,” each silently thinks it will be the other person. But when you reframe it as “what if it is you,” the message lands.
Scenarios beat statistics every time. They make the risk real, relatable, and urgent.
I share practical examples like this every day on Instagram. You can follow me here: instagram.com/ashborland.
How Can Mortgage Brokers Reframe the Cost of Income Protection as Affordable?
Cost is one of the most common objections mortgage brokers face when discussing protection.
That is where cost comparison becomes useful.
When a client says “I cannot afford it,” a broker might respond:
“This policy costs less than your weekly takeaway.”
“You spend more on Netflix and Deliveroo than it takes to protect your entire income.”
Anchoring the cost against everyday spending makes income protection feel affordable. It moves the conversation away from “another bill” and towards “a small swap that secures everything.”
If you want to build more confidence in conversations like this, I work directly with mortgage brokers inside my Mortgage Business Mastery System. It is designed to help you streamline processes, improve sales, and increase protection uptake. You can find out more here: ashborland.com.
Why Should Income Protection Be Positioned as Essential, Not an Add-On?
This is where many mortgage brokers go wrong. They position income protection as optional, a nice-to-have if the client’s budget allows.
That is a mistake.
Income protection is not an add-on. It is the foundation of financial resilience. Without it, every other financial plan collapses.
Here is the order I recommend mortgage brokers use when explaining cover:
Income protection – income if you are alive but cannot work.
Family income benefit – income if you pass away.
Other covers – critical illness, life insurance, mortgage protection.
Even a budget-friendly two-year income protection policy is better than leaving a client with nothing.
If you are a new adviser who wants a roadmap on how to position protection as essential from the very beginning, my New Broker Success Framework will guide you step by step: ashborland.com/playbook.
How Can Mortgage Brokers Create Financial Resilience Through Income Protection?
Clients do not want to buy policies. They want to feel safe, secure, and confident about their financial future.
That is why income protection should always be framed around:
Security – knowing bills will still be paid
Stability – keeping family life on track
Peace of mind – removing the fear of “what if”
Mortgage brokers who explain income protection in these terms find clients respond more positively. It is not about selling fear. It is about building resilience.
Final Thoughts: How Mortgage Brokers Can Master Income Protection Conversations
For mortgage brokers, income protection is not just another product. It is the cornerstone of responsible financial advice.
By speaking in paydays, anchoring to lifestyle, using real-life scenarios, reframing cost, and positioning cover as essential, brokers can shift income protection from a hard sell into an obvious choice.
The result is more clients protected, stronger financial resilience, and deeper trust between broker and client.
If you are ready to simplify your income protection conversations and grow your mortgage business:
Start with my free training: ashborland.com/30day
Explore my roadmap for new brokers: ashborland.com/playbook
Or work with me 1:1 inside the Mortgage Business Mastery System: ashborland.com
And for daily tips and insights, you can follow me on Instagram: instagram.com/ashborland.
