Why they won in 2025 and how you can win in 2026
We held our judging day in October 2025 with a diverse range of guest judges working with the Protection Review Team.
After 6 hours of debate we had selected our winners. Here are the reasons why they won.
Innovation Award in association with Gen Re
Winner: Royal London
Royal London won because it showed innovation that advisers and customers will feel day to day. The judges focused on impact, not buzzwords, and Royal London delivered a measurable reduction in the time it takes to make underwriting decisions and a speeding up of claims processes.
In a category where several entries came across as minor upgrades or “business as usual”, Royal London stood out by proving it made a process change. Faster underwriting means quicker decisions, less friction for advisers, and a smoother journey for customers at the point of application.
The entry did not rely on claims about redefining innovation. It kept the focus on an improvement in underwriting and claims processing, backed by results, and the panel agreed that this kind of measurable progress deserves recognition.
Best New Product/Enhancement in association with Hannover Re UK Life Branch
Winner: Scottish Widows
Scottish Widows won because they made an advancement of income protection that advisers can use and customers can benefit from. Judges liked that the product tackled a gap in the market around mental health, with high acceptance levels for applicants with mental health histories. That focus on access and fairer underwriting raised the bar in a product area many people find hard to buy.
They backed the story with evidence. The entry included metrics, including intermediary market share results, which showed the change landed with advisers. Judges picked out practical improvements like added fracture cover and an immediate payment feature, which help at the point customers need support.
Scottish Widows combined innovation with usability and feedback, making them the winner.
Individual Protection Adviser of the Year in association with The Exeter
Winner: Charlotte Rogers, Radcliffe & Co
Charlotte Rogers won because she showed impact beyond her own sales. The judges saw a leader who improves outcomes for clients and helps move the protection market forward. Her work connected protection with other parts of financial planning, including wealth and later-life needs, which showed joined-up advice.
She stood out for the way she championed support and understanding around women’s health, and for getting involved in industry initiatives that influence how firms and insurers think and act. Judges described her as someone with “her eye on the ball” across the client journey.
She came across as a mentor and a driver of progress, not just an adviser. That mix of leadership, broad involvement, and influence made her the winner.
Health Insurance Adviser of the Year in association with National Friendly
Winner: Lifepoint Healthcare
Lifepoint Healthcare won because they showed evidence of impact, not a description of “good broking.” The judges saw detail and stats beyond the rest of the field, including examples of client outcomes such as cost savings for an employer.
Their entry showed they do things differently in how they engage and support clients, rather than running standard renewals and admin. That mix of measurable results, practical problem-solving, and an approach to improving health solutions put them ahead.
Lifepoint delivered the strongest case for best-in-class advice and client outcomes, so they won with no need for a commended.
Best Mortgage and Protection Intermediary in association with AMI
Winner: Mortgage Advice Bureau
Mortgage Advice Bureau (MAB) won because the judges saw a measurable commitment to protection, backed up by statistics. Their entry explained processes, showed how they invest in protection capability across the business, and proved they treat protection as more than an add-on to the mortgage.
Judges liked the scale of what MAB delivers and the momentum behind it, including growth in areas like income protection and a focus on customer needs, not the mortgage need. The panel felt MAB’s approach combined volume with intent, and that matters in a category designed to raise standards in mortgage-led advice.
The judges praised MAB’s customer engagement and innovation, including digital support and financial resilience initiatives. While the panel discussed pricing and panel structures, MAB came out on top because the entry showed investment, direction, and results that stood out from the field.
Underwriting & Claims Award in association with Reframe Cancer
Winner: The Exeter
The Exeter won because they combine underwriting decisions with a customer-first culture. The judges liked how inclusive they are, with high acceptance rates and a willingness to take on complex cases, including mental health. That matters because it helps more people get cover on fair terms, not just the easy cases.
They also topped the adviser survey, taking the highest share of votes. That told the judges The Exeter delivers a consistent experience for advisers and clients, not just an entry on paper.
Across underwriting and claims, The Exeter came through as practical, efficient, and focused on doing what customers need when they feel vulnerable. In a category where trust and consistency matter, The Exeter showed both, backed by adviser support and a track record.
Young Achiever Award in association with Zurich
Winner: Laura Mitchell, Guardian
Laura Mitchell won because she stood out as the accomplished young leader in the category. The judges saw engagement across the industry that went beyond day-to-day performance. She brought energy to sector initiatives, and she made an impression at the ProtectZ Conference (where all speakers are under 30), where her contribution was impactful.
Her entry landed. It showed purpose, involvement with the protection community, and a drive to improve outcomes for others, not building her own career.
Judges felt the standard was high, but Laura rose above the pack.
She showed rapid professional development and used it to add value. That mix of pace, substance, and industry impact made her the choice for the award.
Best Care & Support Experience in association with CIExpert
Winner: Zurich
Zurich won Best Care and Support because they showed a holistic approach to supporting customers beyond the core insurance product. Judges were impressed by the breadth and relevance of their services, including suicide prevention, elder care, and tailored health and wellbeing support.
What set Zurich apart was not the range of benefits, but how they demonstrated use and impact. Their entry included data on engagement, access, and outcomes, showing these services are promoted and embedded, not added as a tick-box exercise.
Judges recognised the way Zurich designed their proposition around customer life journeys, mapping support to moments of need rather than relying on disconnected apps or bolt-ons. This customer-first thinking, backed by metrics and delivery, showed a commitment to care that goes beyond traditional insurance and made Zurich a winner in this category.
Global Development Award in association with INSTANDA
Winner: Qantev
Qantev won because they showed real-world impact at a global level. They built an AI-powered claims platform that tackles fraud, waste, and abuse, and they backed this up with data. The judges liked that Qantev did not just talk about potential – they showed measurable results and value for insurers.
Their success across Asia, EMEA, and now the US proved the platform adapts to different markets. That global traction set them apart. Judges also praised their use of AI at enterprise scale in claims management, where accuracy and trust matter.
Client testimonials helped seal the win, showing the platform works in practice, not just on paper. Overall, Qantev delivered the strongest evidence of innovation, scale, and results.
Best Protection Network in association with HSBC Life
Winner: The Openwork Partnership
Openwork won because the judges saw this as the best submission, backed by evidence and industry impact. Their entry showed how they turn strategy into action, with protection conversion rates, mandated protection conversations, and a commitment to improving outcomes at scale.
The judges were impressed by Openwork’s partnerships, business school, and apprenticeship routes, which support adviser development and long-term quality. The work on advanced underwriting stood out as an industry game changer. Judges agreed Openwork put time, resources, and leadership behind it, and that progress would have stalled without their push.
The focus on underserved markets mattered. Openwork showed how a network can grow protection while raising standards across the market. Despite a race, the judges felt Openwork delivered the best mix of leadership, delivery, and measurable impact.
Protection Intermediary of the Year in association with HSBC Life
Winner: Waddle
Waddle won because the judges saw innovation that improves the customer journey, not another broking model. Their entry stood out for an end-to-end, customer-driven approach built around a CRM system that supports advisers from first contact through to ongoing servicing.
The judges liked that Waddle earned credibility. They showed momentum, a service model, and a willingness to be open about what works and what needs work. Several judges highlighted that insurers invite Waddle in to consult and share insight, which signals influence beyond their own business.
In a category of established names, Waddle felt forward-thinking. Their blend of technology and customer focus gave the judges confidence they will keep raising standards and have impact in future.
Distribution Impact Award in association with Aviva
Winner: Mortgage Advice Bureau
Mortgage Advice Bureau (MAB) won because the judges saw the best evidence-led entry, backed by metrics and proof of impact. They showed investment in protection distribution, not through volume but through customer engagement and processes.
The panel liked how MAB keeps in touch with customers who cannot proceed today and brings them back when the time is right. That approach helps grow the market with younger customers and keeps protection front of mind.
Judges credited MAB’s ongoing investment in digital tools and data-led support, including financial resilience initiatives and tools that guide and nudge customers. The entry showed continuous improvement, a mix of business, and efficiency across their journey.
Other entries had elements, but MAB edged it by combining scale, innovation, and measurable outcomes in one story.
Best Protection Marketing in association with Quietroom
Winner: Zurich
Zurich won because they delivered an ambitious marketing campaign in the category. They tackled a concern for customers - long NHS waiting times and the fear that comes with serious illness - and turned it into a message people would notice.
The judges liked the creativity and scale. Zurich ran a multi-channel campaign across TV, national radio, and digital, and it linked to their proposition. It did not feel like “marketing-by-numbers” or a report and a press release. It felt like a joined-up campaign built around a customer problem.
It stood out. Judges said it was the one they would remember months later. That mix of relevance, creative work, and broad reach made Zurich the winner.
Protection Journalist of the Year in association with Iress
Winner: Cameron Roberts, COVER magazine
This year’s winner is a trade journalist who joined the industry two years ago.
Since then, his coverage of key industry topics combined with an open and honest approach has impressed the market and the judges.
He is liked and respected across the industry for his open, honest and refreshing approach to content and journalism.
Unsung Hero in association with MetLife
Winner: Steve Berry, The Openwork Partnership
Steve Berry won because he delivers impact beyond his day job, and people across the sector feel it. The judges received two separate submissions for him, written independently, which says a lot about the respect he has earned without chasing the spotlight.
His entry showed longevity and commitment, plus work that benefits the industry, not his own network. Judges liked the focus on innovation and collaboration, including his involvement in initiatives that improve underwriting and adviser support.
What sealed it was the strength of the testimonials. They came through as consistent, detailed, and heartfelt, painting the picture of someone colleagues trust, learn from, and rely on. He makes things better for others, keeps doing it year after year, and never makes it about himself.
Doing it Better Award in association with Iress
Winner: London & Country
London & Country won because the judges saw joined-up action, not an entry. Their submission showed purpose running through the business, covering staff, customers, and the community, and it matched what they do day to day.
Judges liked that the approach felt authentic and embedded, not a checklist exercise. The focus on people, purpose, and protection came through, with measurable actions and named responsibility, rather than commitments. The use of “community” felt genuine, not cosmetic.
The panel felt this work reflected the culture of the organisation, not a short-term initiative or marketing push. Compared with other entries that drifted into product or innovation territory, London & Country stayed true to the spirit of the award and showed how to do business in a responsible way.
Personality of the Year in association with Beagle Street
Winner: Emma Astley
Emma Astley turned her tragic loss into a purpose which drives her to this day. Her personal motivation, commitment to advice and client centric values, often witnessed in social media posts, make her an ambassador for protection.
Through her work at industry events and online, she has helped raise awareness of protection, celebrated product innovation and highlighted where we as an industry could, and should, do better.
Organisation of the Year
Winner: Zurich
Zurich was named Organisation of the Year because of the consistency and depth of its performance across the awards. Judges noted that Zurich “won awards wherever they go”, reflecting entries across multiple categories rather than a standout initiative.
They impressed with customer-focused solutions that addressed needs, backed by products and adviser support. Their win in Best Care and Support highlighted a human approach, with services designed to help customers at moments, delivered in a structured way.
Zurich secured the Best Marketing Award, reinforcing how they communicate those values. The judges recognised marketing that cut through, tackled issues, and resonated with advisers and customers.
Across innovation, care and support, marketing, and product quality, Zurich showed industry leadership and attention to detail. Taken together, their entries demonstrated a business that leads from the front, listens to advisers, and delivers standards, making them a choice for Organisation of the Year.
Lifetime Achievement in association with Legal & General
Winner: Margaret Kirby, MBE
This year’s recipient of our Lifetime Achievement Award has devoted her career to putting others first.
In an act of compassion and conviction, she set aside a career in law to dedicate herself to helping those facing terminal illness - people who had nowhere else to turn.
She provides support and legal expertise that helps people to provide for their dependants and deal with the financial consequences of their imminent death.
An unsung hero, and a human being, she has made an impact at vulnerable moments in people’s lives.
She has worked alongside and, when necessary, to challenge the industry - with integrity, determination, and with a commitment to doing what is right.
Her dedication has earned her respect and admiration, and this year her contributions were recognised with the award of an MBE for her services.
Her work has changed lives, influenced policy, and inspired others.
She embodies the best of what our industry can be - compassionate, courageous, and driven by purpose and principle.
How to win in 2026?
- Read and respond to the entry criteria
- Stick to the format and word count
- Back up your claims as best you can with evidence, stats, testimonials & more
And for a bit of fun – check out this video by Kevin Carr.
Liked this article? You’ll probably love our other posts.
Subscribe here to get impartial expert protection insights delivered right to your inbox.