The Association of British Insurers (ABI) is calling on the Government to publish the Social Care Green Paper after research conducted by Populus found that over a third of the population could benefit from incentivising ways of self-funding care.

Following research published by Populus alongside the Pensions Policy Institute, the ABI said that a new campaign was needed to raise awareness of social care funding and new incentives should be considered to encourage people to arrange to pay for care in the future.

Key findings from the research include:

Among the target group, 90% of those aged 65-79 own their home outright, and half of these have over £300,000 in housing wealth. Among 60-64 year olds, 25% have over £230,000 in pension wealth, and this is likely to increase in the future. Therefore, many of the next generation who need care will ultimately have to use housing wealth to pay for it, but pensions saving can play a big part in the future. The report shows that this target market will benefit from incentives to help them plan for the future.

The Pensions Policy Institute report ‘Care in later life: Incentives to use assets to pay for care‘, sponsored by the ABI, can be found here.

View the data tables here.


Populus interviewed 2,093 consumers across the United Kingdom between 30th November and 2nd December 2018. Quotas and weights were used to ensure the sample was representative of the GB adult population. Populus is a founder member of the British Polling Council and abides by its rules.