Mutual insurer National Friendly has posted a sharp rise in new business and income protection sales for the first half of 2025.
New business volumes rose by 12% compared to the same period last year, with new business annual premium equivalent up 22%, driven in part by increased uptake of the insurer’s flagship income protection product.
June marked a record month for income protection sales, capping a quarter of month-on-month growth. Overall, income protection business rose 124% year-on-year in H1 2025.
The Friendly Shield product accounted for 39% of all new business written by the mutual over the period, underlining its increasing role in National Friendly’s growth strategy.
Policy sales in the second quarter were up 27% on Q2 2024, with the insurer crediting both product development and adviser support tools for the uptick in market engagement.
National Friendly’s chief executive, Graham Singleton, said the results demonstrated both commercial momentum and a sustained commitment to its membership base. “We’re proud to be growing at pace while staying true to our mission in helping people access affordable and inclusive protection when they need it most,” he said.
“These results reflect the trust our members place in us and the incredible work of our teams and adviser partners across the UK,” he said.
He added that innovations such as Broker Portal+, real-time underwriting access, and simpler application processes had enabled advisers to support clients with greater speed and confidence.
Service levels remained a core focus, with 95% of claims in H1 assessed within the firm’s three-day service-level agreement. The mutual’s Claims Net Promoter Score stood at 76, a figure it said reflected consistently high member satisfaction.
Emma Thomson, vice chair of the Protection Distributors Group, welcomed the results and praised the insurer’s emphasis on service.
“It’s good to see National Friendly achieving record income protection sales while maintaining a focus on service and claims. We were delighted to award them the PDG’s Claims Charter status in recognition of the excellent way they support claimants,” she said.
“Their investment in adviser tools and simplified processes helps more clients access essential protection and these results underline the critical role of insurer service level quality in making cover more accessible and affordable.”
To build on its H1 performance, the mutual has launched a national adviser-facing campaign in support of income protection awareness. The ‘Cover the Country’ campaign, unveiled in July, aims to increase engagement in the run-up to Income Protection Action Week in September, highlighting the role of advisers in closing the protection gap.
