Half of older protection customers unsure if they'd be covered for a dementia diagnosis
21 September 2026
Half of older customers unsure of dementia cover
New research from Vitality, released on World Alzheimer's Day (21 September), reveals many consumers approaching or in retirement remain unsure whether their protection policy would support them if they were diagnosed with dementia or Alzheimer's disease.
Among protection policyholders, nearly two thirds (63%) of Gen X respondents (aged 46-61) and half (50%) of Baby Boomers (aged 62-80) admit they do not know whether their policy would cover them if they were diagnosed with either condition. Just 9% of Gen X respondents and 5% of Baby Boomers say they are confident they would be covered.
The findings come despite widespread concern among those approaching or in retirement, with 56% of Gen X respondents and 59% of Baby Boomers saying they are concerned about developing dementia at some point.
The research highlighted the leading drivers of concerns were:
- The impact it would have on their physical or mental health (79%)
- The additional pressure a diagnosis would put on their family (57%)
- Affording the cost of necessary care (41%)
Yet despite these concerns, relatively few consumers associate insurance with later-life support, with previous Vitality research showing just 6% expect to rely on insurance to help cover future care costs, highlighting a potential opportunity for advisers to improve awareness of available protection options.
Andy Philo, Director of Strategic Partnerships at Vitality, said: “Dementia and Alzheimer's are later life health conditions causing concern, yet our research shows many people are unsure whether they have protection in place that would support them if they receive a diagnosis. For advisers, this highlights an opportunity to help clients understand how their protection needs may evolve over time, particularly into later life.
“We recognise the impact a diagnosis can have on people’s lives, which is why we launched our own benefit options, Vitality’s Dementia and FrailCare Cover and LifestyleCare Cover to our core products to help ensure protection remains relevant as clients' needs change. Since then, our commitment to supporting people through later-life health challenges has only grown, helping give customers and their families greater confidence and financial security when planning for the future.”
Notes to Editors
Consumer research carried out by Opinium on behalf of Vitality, with 2,000 UK adults, weighted to be nationally representative, between 5 and 9 March 2026.