Beyond the basics: why added value services in protection matter more than ever

In the UK, the NHS has long been a cornerstone of public health. But in 2025, it’s facing unprecedented pressure. With record waiting times, workforce shortages, and rising demand for services, many patients are left in limbo—waiting weeks or even months for treatment, diagnosis, or mental health support. 

For financial advisers, this presents both a challenge and an opportunity. Clients are increasingly looking for ways to safeguard their health and wellbeing beyond what the NHS can currently provide. This is where added value services—those extra benefits included with protection policies—are stepping into the spotlight.

The NHS in 2025: a system under strain 

The latest data paints a stark picture: 

• The NHS waiting list stood at 7.42 million cases in January 2025, with around 6.2 million individual patients waiting for treatment ¹. 
• 2.98 million patients have been waiting over 18 weeks, and 180,242 have been waiting over a year¹. 
• The median waiting time for treatment is now 13.8 weeks, double the pre-COVID average of 6.9 weeks¹. 
• In A&E, only 71.1% of patients were admitted, transferred, or discharged within four hours—well below the NHS constitutional standard of 95%². 
• 12% of patients attending a Type 1 A&E department in December 2024 spent over 12 hours from arrival to admission². 

These delays are not just inconvenient—they can be life-altering. Early diagnosis, timely treatment, and mental health support are critical to long-term outcomes. When these are delayed, the consequences can be severe. 

Added value services are non-claim benefits included with many protection policies. These can include: 

• 24/7 virtual GP access 
• Mental health counselling 
• Second medical opinions 
• Nutrition and fitness coaching 
• Bereavement and legal support 

These services are often available at no extra cost and can be accessed without making a formal insurance claim. For clients, they offer immediate, practical support—especially when NHS services are delayed or unavailable.   

Why they matter now more than ever

1. Faster access to care
   With NHS waiting lists at record highs, virtual GP services and second opinion consultations can provide same-day access to medical advice. This can be the difference between early diagnosis and prolonged uncertainty. 
2. Mental health support
   Mental health services are among the most overstretched in the NHS. Added value services often include confidential counselling, stress management, and cognitive behavioural therapy—without the long wait. 
3. Preventive health
   Many added value services focus on wellness and prevention, helping clients manage conditions before they escalate. This aligns with NHS goals but fills the gap where public services are currently under-resourced. 
4. Support for families and carers
   Services like bereavement counselling, eldercare advice, and legal helplines can be invaluable for clients navigating complex family health situations—especially when they become carers themselves. 

For advisers, added value services are a powerful tool to enhance client relationships and demonstrate holistic care. Here’s how to integrate them into your practice: 

• Educate clients
  Many clients are unaware these services exist. Highlight them during policy reviews and explain how they can be used proactively—not just in crisis. 
• Position as immediate value
  Unlike traditional insurance, which pays out only in specific scenarios, added value services offer tangible, everyday benefits. This can help clients see additional value in their premiums and improve retention. 
• Tailor to client needs
  For busy professionals, virtual GP access may be the most appealing. For families, mental health support or eldercare advice might be more relevant. Match services to life stage and lifestyle. 
• Use as a differentiator
  In a competitive market, advisers who understand and promote these services stand out. They show they’re not just selling policies—they’re delivering solutions.

Real-world impact

Consider a client waiting 12 weeks for an NHS mental health referral. With access to an insurer’s counselling service, they can speak to a therapist within days. Or a parent struggling to get a GP appointment for a child’s recurring illness—who instead uses a 24/7 virtual GP and gets a prescription the same day. 

These aren’t just conveniences—they’re life-enhancing interventions that reduce stress, improve outcomes, and build trust in the adviser-client relationship.

A new era of protection

As the NHS continues to face systemic challenges, the role of protection is evolving. It’s no longer just about payouts—it’s about partnerships in wellbeing. Added value services are becoming essential components of a modern protection strategy, offering clients the support they need, when they need it most. 

For advisers, this is a moment to lead. By championing these services, you’re not just helping clients protect their future—you’re helping them live better today.

Sources:

¹Brtish Medical Association

²NHS England, January 2025 - NHS England » Monthly operational statistics – January 2025