The unprotected generation: half of solo buyers go it alone with no protection buffer

As households continue to feel the impact of ongoing cost of living pressures and job market uncertainty, new research¹ from Zurich Retail Protection reveals a growing protection gap among solo homeowners. Half (49%) of those buying a property alone, are doing so without income protection in place. This is despite more than two thirds (68%) being offered financial advice on protecting their income during the buying process.

Affordability remains the biggest barrier

Nearly one in three (29%) cite the cost of protection as the primary reason for not having any, while a quarter (25%) simply believe they are not at risk. A further 6% believe these products are only required by ‘older people’.

Mum and dad to the rescue

As upfront buying costs climb to £9,300 - £12,300² before solo homeowners even get the keys, many are sacrificing financial resilience to secure a property. The result is a growing reliance on family support, with one in ten saying they would have to ask their parents for cash if they were unable to cover their bills.

Buying solo is becoming the norm, not the exception

UK household dynamics continue to evolve, with Office for National Statistics³ data showing a 10.5% increase in solo-living households over the past decade. In 2015, the average first-time buyer was 32⁴. In 2025, it stood at 34, highlighting how affordability pressures and lifestyle changes continue to push major financial decisions further into adulthood⁵. At the same time, fewer people in their 20s and 30s are marrying or having children, reducing the traditional triggers that once prompted protection planning. Zurich’s research⁶ shows that among the under 40s, milestones such as buying a home (13%) or starting a family (8%) are increasingly delayed, reshaping how and when people engage with financial protection.

Why are more people buying solo?

Solo homeownership is increasingly driven by urgency and independence rather than relationship milestones. More than one in five women (21%) say they did not want to delay getting on the property ladder while waiting to meet a partner, while 26% wanted full control over where and what they buy. For nearly a third (31%), buying alone represents a defining moment of independence and personal achievement.

Commenting on the research, Louise Colley, Director of Retail Protection at Zurich UK, said: “Buying solo has become a defining feature of modern homeownership, particularly among younger generations and women. While it reflects confidence and independence, it also exposes a gap in financial resilience, with many buyers' expecting family to step in if they hit financial difficulty. The bank of mum and dad can sometimes quietly fill that gap, but it shouldn’t be a substitute for proper financial protection.”

“Buying a home alone can be empowering, but it also means carrying all the financial risk yourself. With higher living costs and economic uncertainty still front of mind, it’s concerning that so many solo buyers are taking on a mortgage without any income protection in place. Insurers and advisers need to recognise how protection needs are evolving and work to address the increasing gaps in coverage.”

1. OnePoll, in accordance with the Market Research Society's code of conduct. Data was collected between [20/11/2025] and [28/11/2025]. All participants are double opted in to take part in research and are paid an amount depending on the length and complexity of the survey. This survey was overseen and edited by the OnePoll research team. OnePoll are MRS Company Partners, corporate membership of ESOMAR and Members of the British Polling Council.
2. ReallyMoving.com Moving Cost Calculator on an approximate house purchase price of £450,000 and Freehold for Studio costs for a First Time Buyer excluding their deposit in fees for conveyancing, Stamp Duty Land Tax, Surveyors, Removals and Mortgage Costs will be between £9,300 to £12,300.
3. Families and households in the UK - Office for National Statistics (Office for National Statistics, Accessed January 2025)
4. First Time Buyers Findings (2015-2016), Ministry of Housing, Communities and Local Government, Accessed January 2025
5. Housing History and Future Housing - Chapter 3: Housing history and future housing - GOV.UK Ministry of Housing, Communities and Local Government, Accessed January 2025
6. Research carried out by Opinium across 2,000 UK adults (weighted to be nationally representative) between 2-5 December 2025