Why men undervalue health and wellbeing services—and what advisers can do about it

In the evolving landscape of financial advice, holistic wellbeing is becoming a central pillar of client engagement. Yet, a curious and persistent trend remains: men are significantly less likely than women to engage with the health and wellbeing services offered through their protection policies. For advisers, this isn’t just a health issue—it’s a financial one, too. 

Understanding why men undervalue these services can help advisers better support their clients, improve long-term financial outcomes, and foster deeper, more meaningful relationships.

The gender gap in health engagement

The numbers speak volumes. In the UK, only 36% of referrals to NHS talking therapies are for men, despite men making up nearly half the population. Meanwhile, women are three times more likely than men to experience common mental health problems, and they are also more likely to seek help for them¹.

Research consistently shows that women are more proactive in using preventive health services, mental health support, and wellness programs. Men, on the other hand, often delay care, underutilise available services, and are less likely to seek help until a health issue becomes critical. 

This disparity is not due to a lack of access. Protection policies offer a suite of wellbeing services: mental health counselling, nutrition coaching, fitness programs, and annual health screenings. These are often underused by male policyholders.   

Cultural conditioning and masculinity norms

One of the most significant barriers is cultural. Traditional masculinity norms often equate strength with stoicism. From a young age, many men are conditioned to “tough it out” and avoid showing vulnerability. Seeking help, especially for mental or emotional health, is sometimes perceived as a weakness. 

This mindset doesn’t just affect health outcomes; it affects financial planning. Men who avoid preventive care are more likely to face serious health issues later in life, leading to reduced earning potential, and increased claims. 

Consider this: three-quarters of all suicides in the UK are among men, and men aged 40 to 49 have the highest suicide rates¹. These are not just tragic statistics—they are indicators of a systemic issue that has financial and emotional consequences for families and advisers alike.

Perception of value

Another factor is perception. Many men don’t see the immediate value in wellbeing services. Unlike a tangible asset or a financial return, the benefits of a counselling session or a wellness check-up are often intangible and long-term. This misalignment between perceived value and actual benefit can lead to underutilisation. 

% of people who value health and wellbeing benefits²

Source: Scottish Widows & YouGov data, Jan 2025 

Advisers are uniquely positioned to bridge this gap. By reframing wellbeing services as a form of “health capital” that protects income, preserves wealth, and enhances quality of life, advisers can help male clients see these services as essential components of their financial strategy.

Communication and relevance

The way health services are marketed also plays a role. Wellness programs often use language and imagery that resonate more with women—focusing on emotional wellbeing, family health, or community support. Men may not feel these services are designed for them, even when they are. 

Advisers can counter this by tailoring their communication. For example, framing mental health support as “performance coaching” or positioning annual check-ups as “risk management” can make these services more relatable to male clients.   

The financial consequences of inaction

Ignoring health and wellbeing services doesn’t just impact personal health—it has financial consequences. Chronic conditions, untreated mental health issues, and preventable diseases can lead to: 

• higher premiums 
• reduced productivity and income 
• early retirement or disability 

For advisers, this presents a dual challenge: protecting clients from these risks while also helping them understand the long-term financial implications of neglecting their health.

What advisers can do?

Here are a few practical steps advisers can take to address this issue: 

1. Start the conversation
   Don’t wait for clients to bring up health. Ask proactive questions about their wellbeing, stress levels, and engagement with added value benefits. 
2. Reframe the narrative
   Position health services as a form of financial protection. Use analogies that resonate with male clients—like comparing a health screening to a portfolio review. 
3. Leverage data
   Share statistics about the financial impact of poor health. For example, the cost of managing a chronic illness over 20 years versus the cost of preventive care. 
4. Promote confidentiality and convenience
   Emphasise that many services are confidential, virtual, and easy to access—removing barriers that might deter men from engaging. 
5. Collaborate with providers
   Work with providers to understand what services are available and how they can be better communicated to male clients.

A holistic approach to wealth

Ultimately, financial wellbeing and physical wellbeing are deeply intertwined. A client’s ability to earn, save, invest, and enjoy their wealth is directly tied to their health. By encouraging male clients to engage with the full spectrum of services available to them, advisers can help protect not just their portfolios—but their lives. 

In a world where clients are increasingly looking for advisers who understand the bigger picture, this kind of holistic, empathetic approach isn’t just good practice—it’s good business. 

Sources:

¹Mental Health foundation, 2025 - Men and women: statistics | Mental Health Foundation

²Scottish Widows & YouGov data, Jan 2025