Brits insure their pets before themselves - new LV= report highlights growing personal protection gap

Britain’s financial priorities are shifting, and new research from investment, protection, retirement and in-house advice specialist, LV= reveals UK workers are increasingly prioritising pet insurance over personal protection.

The data, revealed by LV=*, shows that one in three UK workers (33%) currently hold pet insurance, compared with lower uptake of essential personal protection products, including term life insurance (29%), critical illness cover (25%) and income protection (25%).

This trend highlights a growing protection gap: while beloved pets are well covered, many workers and their families could face financial hardship if illness or injury were to stop them from earning, with no safety net in place.

Uptake of personal protection remains low, with 43% of UK working adults holding no cover at all, potentially leaving many exposed to income shocks. 

The data also reveals a clear gender disparity. Men are more likely than women to hold term life insurance (31% vs 26%), critical illness cover (27% vs 23%), income protection (28% vs 22%) and private health insurance (32% vs 26%). Pet insurance sits at 33% for both genders.

This imbalance could have serious consequences, especially as households face rising living costs and financial pressures. Without the adequate personal protection policies in place, many workers could struggle to meet everyday costs if the unexpected were to happen. 

Gary Beyer, LV= Protection Expert, said: 

“This research is a wake-up call. Protecting pets is important, but safeguarding your own health and income is essential — without it, there may be no one to provide for those pets.

“Losing an income can be devastating and, without the right cover in place, many families could struggle to cope. Speaking to a professional financial adviser can help people to understand their options and put the correct protection in place to suit their individual circumstances. 

“The protection gap remains significant and closing it is essential to building long-term financial resilience.”

 Notes to Editors

• The data is from LV’s Reaching Resilience Report. 
• Unless stated otherwise, the data used in this press release comes from a survey of 2,535 nationally representative UK workers conducted for LV= by Opinium between 28th October - 7th November 2025.