- 52% of people rethink financial protection after reflecting on life’s meaningful moments
- 46% of those surveyed have no financial protection in place
- Only 22% are very confident their loved ones are financially protected if the worst happened
Around two thirds (65%)[2] of the 2,000 UK adults surveyed say they often think about everyday experiences that only later became significant because they were the last time that they happened.
These moments continue to resonate long after they have passed, with nearly three quarters (72%)[3] saying they have had a lasting emotional impact.
This reflection is not just prompting people to look back - it is also influencing how they think about the future.
More than half (52%)[2] say reflecting on moments that turned out to be ‘the last’ has changed how they think about financially protecting the people in their lives, suggesting that life's most meaningful moments can play an important role in how people prepare for the future.
Yet despite this increased awareness, almost half (46%)[3] say they have no financial protection in place, highlighting a significant gap between people's intentions and actions. Just 22% are very confident their loved ones are financially protected if the worst happened.
The experiences people most commonly look back on as unexpectedly significant are often centred on family, friendships and personal relationships.
Key moments people have experienced and later realised were a ‘last’ include:
| The last meaningful conversation they had with someone who is no longer here | 41% |
| The last time they saw a close friend before drifting apart | 31% |
| The last time a parent or grandparent was in good health | 31% |
| The last time their whole family was together under one roof | 30% |
| The last time their child called them "mummy" or "daddy" before switching to "mum" or "dad". | 21% |
| The last time they carried their child to bed after they had fallen asleep.
| 21% |
Looking back also appears to deepen appreciation of the relationships that mattered most.
More than a third (35%) wish they had appreciated a parent or parental figure more while they had the chance, while just over a quarter (26%) wish they had appreciated their grandparents more.
One in five (20%) wish they had appreciated a close friend more, while 18% say the same about a partner or spouse.
While we can't predict what's around the corner, it’s reassuring to know our loved ones would be financially supported if the unexpected happened.
Victoria Francis, Protection Propositions Director, Aviva, said: "The moments that stay with us the longest are often the ones we didn’t realise were significant at the time, such as a family gathering, a conversation with someone we love, or the everyday routines that become fond memories once they no longer take place.
“Aviva’s research suggests that reflecting on what matters most can encourage us to think differently about our future and the financial resilience of those we care about. Importantly, it highlights that people may be prompted to consider these issues at moments beyond the traditional milestones of buying a home, getting married, starting a family or changing jobs.
"While we can't predict what's around the corner, it’s reassuring to know our loved ones would be financially supported if the unexpected happened. That's where protection insurance can play an important role, helping to provide financial security for the people who depend on us and giving families one less thing to worry about during what could already be a very difficult time.”
References
1 The research was conducted by Censuswide, among a sample of 2000 Nat Rep UK Respondents, aged 18+. The data was collected between 24.06.2026 - 26.06.2026. Censuswide is a member of the Market Research Society (MRS) and the British Polling Council (BPC), and a signatory of the Global Data Quality Pledge. We adhere to the MRS Code of Conduct and ESOMAR principles [↑]
2 Strongly agree’ and ‘Somewhat agree’ responses combined [↑]
3 Very emotionally impactful’ and ‘Somewhat emotionally impactful’ responses combined [↑]
Enquiries
Amber Scott
Protection and Health, Regulation
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Phone
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+44 (0) 7384 230 662
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Email
Notes to editors:
- We are the UK's only diversified insurer and we operate in the UK, Ireland and Canada. We also have international investments in India and China.
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- We have been taking care of people for more than 325 years, in line with our purpose of being ‘with you today, for a better tomorrow’. In 2025, we paid £31.9 billion in claims and benefits to our customers.
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