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 Protection conversations

Client conversations

You can earn CPD hours

This Protection conversations module has been CII accredited and can be used as part of your structured CPD hours.

The contents in this section was first published in 2014 as part of the Aviva Sandwich Generation study. It has not been updated but is available for your reference

Protection products and the sandwich generation

Your clients in the sandwich generation support both their parents and their adult children. But what would happen if the worst happened? How would their family cope? By helping them find the right protection, you can provide valuable peace of mind.

Only 8% of advisers say all their sandwich generation clients have enough protection. So New Thinking videos and guides uses the latest insights from behavioural science experts to help you demonstrate the value of protection.

It gives you practical hints and tips on how you can have more successful conversations about protection with your sandwich generation clients.

Who are the sandwich generation?

The sandwich generation could make up as much as two thirds of your client base, so they're essential to the success of your business.

  • They are typically aged between 45 and 60
  • They often support elderly parents and adult children at the same time
  • They’re time-poor, feeling the pressure from different directions and often experience inertia when it comes to making decisions and taking action

Behavioural science and connecting with the sandwich generation

Behavioural science teaches us that many of our decisions and behaviours are influenced in unconscious ways by our environment and the behaviour of others around us. By showing you how to better understand the decision-making processes of your sandwich generation clients, we can help you communicate with them more effectively.

Together with behavioural science experts Professor Paul Dolan and best-selling author Steve Martin, we’ve created an exclusive book, New Thinking: Behavioural science and the sandwich generation.

Get your copy today and discover more about building stronger relationships with your sandwich generation clients.

Get a copy today

Top tips on better client conversations: protection

Behavioural science expert Steve Martin discusses his top tips on how to have more successful conversations about protection with clients.

Protection and the sandwich generation

Download our guide for practical information and insights on the sandwich generation and how behavioural science could help you to talk to your clients about their protection needs for the future.

Download our guide

Helping you earn CPD hours

We know how important it is for you to continuously develop your understanding and knowledge. Our book on the sandwich generation is accredited by the Chartered Insurance Institute (CII).

Claim your hours

  Take a look at our protection videos....

Our videos can provide you with insights on protection for the sandwich generation.

Protection insight

Jim Hunter, at Aviva, shares his insights on providing the right protection for the sandwich generation and how to have more effective protection conversations.

The right protection and why it matters

Ashley Magean, expert financial planner from Financial Management Bureau Ltd, tells us about his experiences of working with the sandwich generation.

 latest Aviva insights: protection and the sandwich generation

Understanding the needs of your sandwich generation clients is central to offering them the right protection solutions. To help you identify their concerns and have more successful conversations, we’ve created this handy infographic full of key facts and insights.

 Download the infographic


Protection conversations infographic

 latest Protection: behavioural science sample letter and email

Communicating effectively with sandwich generation clients about protecting their family can be difficult – some clients are reluctant to even start those conversations. So we’ve teamed up with Steve Martin to produce a sample letter and email that uses many behavioural science techniques. These generic examples show how you can use behavioural science to introduce conversations to sandwich generation clients, helping you have more effective results, more often.

Download the sample letter and email

Sandwich generation accreditation

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WA50007 11/2016