Mortgage advisers want to sell more general insurance, but many struggle to fit it into the client conversation. Three major home insurance providers are now teaming up to change that.
Paymentshield, LV= General Insurance for Intermediaries, and Ceta have launched the GI Collective, an initiative designed to help advisers grow their general insurance businesses across the UK through a series of events, workshops and practical tools built around the mortgage conversation.
The timing is significant. UK insurers paid out £6.1 billion in property insurance claims during 2025, the highest annual total on record, according to the ABI. Domestic flood claims rose 38% to £312 million, while the average flood payout jumped 60% to £30,000. The scale of those payouts is sharpening consumer awareness of coverage adequacy at precisely the moment advisers are being asked to do more.
Paymentshield's latest annual Adviser Survey found that 83% of respondents expected to grow their GI volumes this year, with nearly two in five reporting an increase in consumer demand for GI advice over the past 12 months. That demand is building in a softening price environment - in September 2025, 67.3% of home insurance quotes came in under £200, compared to 57.5% a year earlier, putting pressure on advisers to compete on value and coverage quality rather than price alone.
The three providers will deliver a series of events across the year. LV= GI hosts the first in Bristol on 25 June, Paymentshield follows in Manchester on 16 September, and a final event is scheduled for Edinburgh in November. Each event rotates leadership among the three members, with the hosting provider running the day while the others deliver workshops covering how to position GI within the mortgage conversation, how to compete against aggregator sites, and how to use brand recognition to build client trust.
Mark Chappell, head of intermediary at Ceta, said advisers recognise the value of discussing insurance with clients but often struggle to integrate it into the mortgage process. "These events will give advisers a firm footing to help move forward and we're looking forward to meeting as many advisers as possible before the final session in November," he said.
Both Paymentshield and Ceta have been strengthening their distribution infrastructure ahead of the launch. Ceta was appointed as a general insurance partner to Cornerstone Finance Group in September 2025, following a series of new network agreements secured over the previous 18 months. Paymentshield added Ageas UK and Tradex Insurance to its home insurance panel in January 2025, with the majority of the panel now operating on an insurer-hosted pricing model that delivers real-time quotes.
With record property claims, growing consumer demand and a softening price environment that rewards advice over aggregator comparison, the three providers are betting the moment is right for advisers to make GI a more central part of their business.
