Key person cover, relevant life, shareholder protection and personal guarantees — what each one is for, and the entries in the accounts that show one is missing.

Protection is the least interesting subject in financial planning and the one that does the most damage when it is missing. It is also the gap most often visible from the accounts rather than from anything the client says, because what shows up is borrowing, dependence and structure rather than a stated worry.
Owner-managed businesses are particularly exposed. The company depends on one or two people, the borrowing is usually personally guaranteed, and the shareholders often have no agreement about what happens if one of them dies.
The last one is worth a specific look. If a company with borrowing, employees and dependants has no insurance cost in the accounts at all, nothing has been arranged rather than something having been arranged badly.
Two or three shareholders with no cross-option agreement is one of the most common and most serious gaps in an owner-managed client book, and it is almost always visible to the accountant and nobody else.
Without an agreement and the cover to fund it, the death of one shareholder leaves their family holding shares in a private company they cannot run, cannot sell and cannot value, while the survivors run a business with a passenger they did not choose. Every outcome from that point is worse than the one that five minutes of planning would have produced.
Those are factual questions about arrangements, not advice, and the answers are usually enough to make the case on their own.

Accountants often assume protection is expensive because the sums assured are large. For a healthy person in their forties or fifties it is usually the cheapest thing in a financial plan relative to what it does, and it is frequently cheaper arranged through the company than personally.
Costs depend on age, health, smoker status, the amount and the term, so no figure can be given in the abstract. What you can say without straying is that the client is very likely to be surprised in the right direction, and that finding out costs nothing.
The structural point matters more than the price. Relevant life cover paid for by the company is normally a deductible business expense and not normally a benefit in kind, which makes the same cover materially cheaper than the equivalent personal policy for an owner-director paying themselves through salary and dividends.
You are describing an exposure you can see in the numbers, not recommending a policy.
Wording you can use“I noticed the new facility went on the register last year. Facilities that size are almost always personally guaranteed, and in my experience the guarantee itself is rarely insured. Would it be worth half an hour with somebody who can look at what happens to that guarantee, and to the family, if something happened to you?”
What you must not do is indicate the type of cover, the amount, or whether a particular arrangement would be suitable. That is the adviser’s work and it is regulated.
When several gaps are visible at once, the order that works is exposure first and product never. Start with what the client would lose, not with what could be arranged.
Protection is cheap relative to what it covers, it is usually structurable through the company, and it is largely untouched across most owner-managed client books. It is also the conversation clients thank their accountant for years later, because the alternative outcome is the one nobody plans for.
No cost to your firm, no FCA authorisation, and a named partnership director who sets it up with you.