UK Income Emergency Preparedness: A Strategic Marketing Framework for Financial Advisers

New research from The Exeter reveals a significant vulnerability across UK households: 47% of adults have less than £5,000 saved for an income emergency, with 14% holding no savings whatsoever. For financial planning firms seeking sustainable growth through adviser differentiation, this research presents a strategic opportunity—but only if approached with genuine sophistication and regulatory awareness.

This guide provides actionable frameworks for positioning your firm around financial resilience whilst navigating the compliance complexities inherent in protection marketing.