National Friendly has marked the first anniversary of its Friendly Shield protection product by integrating Friendly Dentist+ into the policy for all new members, bolstering its everyday healthcare benefits with access to the UK’s first health-regulated smart dental app.
Developed in partnership with Toothfairy, a digital dentistry platform founded by UK dental professionals, Friendly Dentist+ enables users to access instant virtual consultations, guidance and prescriptions.
Features include unlimited 24/7 chat with qualified dentists, emergency online appointments, a symptom checker and support finding in-person treatment, alongside a 10% discount on cosmetic procedures such as whitening and teeth straightening.
The enhancement comes in response to recent research commissioned by National Friendly which found that 29% of consumers see dental cover as a key consideration when choosing an essentials insurance product. By embedding this into its Friendly Shield proposition, the mutual becomes one of the first small insurers to offer comprehensive digital dental care as a standard benefit.
Launched in July 2024, Friendly Shield was designed to deliver low-cost, accessible cover for individuals who may not be eligible or able to afford full income protection.
Offered without medical or financial underwriting, it has gained significant traction in the market, now accounting for 39% of the insurer’s 2025 new business.
Oliver Jones, commercial director at National Friendly, said: “Our aim is always to make protection accessible, affordable, and relevant. By adding Friendly Dentist+ to Friendly Shield we recognise the importance people place on dental health and remove another barrier to care.
“This enhancement means our members can secure high-quality dental advice and assistance without delay, alongside the financial support they rely on when accidents or illness occur.”
The updated Friendly Shield now offers three tiers of cover – Bronze, Silver and Gold – with premiums starting from £10 a month. Benefits include short-term income protection of up to £2,250 per month for accidents and (optionally) sickness, fracture cover up to £3,000, rehabilitation support, accidental death benefit up to £85,000, and a £2,500 natural death benefit after two years.
Policyholders also receive 24/7 access to Friendly GP+, which includes virtual GP appointments for the whole family and a suite of health and wellbeing services.
Commenting on the addition of Friendly Dentist+, Harris Khan, founder and director at Life Without Lemons, added: “Friendly Shield has always stood out for its affordability and relevance, especially in this current climate.
“Adding Friendly Dentist+ shows National Friendly really understands what people value day-to-day. It’s a smart enhancement that makes the product even more compelling and easy to recommend. Particularly when dental services are getting harder to come by, having instant access to expert help is a value-added benefit that will make a meaningful difference.”
Noreen Latif, head of partnerships at Toothfairy, added: “The national dental crisis is worsening. Millions of people lack access to a dentist and endure chronic dental problems as a result.
“This partnership delivers a comprehensive, 360-degree approach to overall health and wellbeing.
“Founded by dentists, Toothfairy empowers patients with lifelong skills to prevent dental issues, and the ethos of National Friendly aligns perfectly with our mission to ensure everyone feels healthier, happier and more confident.”
