Google Trends analysis by The Exeter found that searches for “emergency savings” rose by 950% over the past year compared with the preceding year. Search interest in “income protection” also increased by 30%, while searches for “financial protection” rose by 130%.
However, this increased interest has not translated into people taking out protection. The Exeter’s Consumer Health and Finance Tracker found that just 9% of UK adults currently have income protection insurance, leaving most households without cover if illness or injury prevents them from working.
Limited protection when income stops
The rise in searches for “emergency savings” and “income protection” comes as the Tracker found that 18% of UK adults had taken four weeks or more off work due to illness, injury or mental health reasons in the previous six months to March 2026.
Among those who had taken extended leave from work, almost a quarter (23%) relied mainly on personal savings for income, while nearly one in ten (9%) turned to a credit card or personal loan, highlighting the financial impact of being unable to work without sufficient savings or protection in place.
Affordability comes into focus
Cost is also becoming a key consideration for people exploring income protection. Searches for “income protection cost” and “how much is income protection” were both classed as breakout terms by Google Trends, increasing by more than 5,000% compared with the preceding year.
This focus on cost comes as many households face increasing financial pressure. The Exeter’s Tracker found that one in five UK adults (21%) save nothing in a typical month, while 37% feel less financially secure than they did in the six months up to March 2026.
Jamie Page, Head of Protection Distribution at The Exeter, comments:
“As more households feel financially vulnerable, advisers may find that more clients are considering how they would cope if illness or injury prevented them from working. Savings can provide a useful buffer, but they may not last through a longer period without income, particularly for households already finding it difficult to put money aside.
This creates an important opportunity for advisers to help clients assess their financial resilience and understand where protection could strengthen their plans. Income protection can provide a regular income while someone is unable to work, helping them keep up with essential costs without having to drain their savings or take on debt.”
ENDS
Notes to Editors
Methodology:
The Exeter’s Consumer Health and Finance Tracker is based on proprietary research of 2,000 nationally representative UK consumers. The research was conducted on behalf of The Exeter by Censuswide in March 2026.
Google Trends analysis reviewed UK search interest over the 12 months to 10th July 2026 and compared it with the preceding 12-month period. Google Trends measures relative search interest rather than absolute search volumes. The percentage increases cited are those displayed by Google Trends for each search term. Google Trends classifies terms with growth of more than 5,000% as “Breakout”.
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