Friendly Health offers three simple levels of cover – Bronze, Silver and Gold – with premiums starting from £4.15 a week. The product can be applied for in around five minutes, with no medical questions or underwriting.
Core benefits include 24/7 virtual GP access, online dentist and dietitian services, and a dedicated claims handler for each claimant. Customers also receive a “diagnosis pot” – a set cash allowance that can be used towards consultations, scans and tests – helping to ease the cost of early diagnosis.
National Friendly developed the product in response to its own research, which found that 39% of people view full private medical insurance as a luxury they cannot afford, while only 14% of UK adults currently hold private health cover. Almost a third (29%) of consumers said dental care was a key factor when choosing a healthcare policy.
The product is designed to help advisers offer clients simple, transparent healthcare options alongside protection products, without needing to be healthcare specialists. Its age-banded pricing structure means premiums remain stable year-on-year, making it easier for advisers to explain and recommend.
Ian Sawyer, commercial director at Howden Life & Health, said: “The launch of National Friendly’s Friendly Health is timely. Our own research shows that health anxiety is real with one in five people losing sleep over fears of not being able to access the healthcare they need. What’s more, over a quarter of people have already self-funded treatment in the past five years with diagnostic tests and scans, injuries, and mental health services the most common reasons for doing so.
“Friendly Health has been designed following consumer research; its features and pricing can help to fill the healthcare gap. With a flexible use diagnostic pot for tests, scans and consultations; mental health counselling, physio, dentist and GP access as standard plus health home test kits and personal nurses with its silver and gold levels it provides an affordable, yet benefit rich, alternative. We support the fact it encourages proactive health management for today and reassurance for tomorrow if a client’s health changes.”
Friendly Health’s three tiers offer different benefit levels. Bronze provides a £500 diagnosis pot, 24/7 virtual GP access, and online mental health and physiotherapy support. Silver increases the diagnosis pot to £1,000 and adds access to a dietitian, nurse helpline and a free home testing kit every five years. Gold offers the most comprehensive cover, with a £1,500 diagnosis pot, unlimited physiotherapy access for the policyholder and their immediate family, 12 sessions of mental health support, and free home testing kits every three years.
Sam Sainty, Product Manager at Active Quote, said: “Friendly Health can potentially fill a gap in the market as a budget option for customers who would otherwise be priced out of the market. Due to the product's flexible tiered outpatient options that are available, customers will be able to obtain a level of health insurance cover at an affordable price, especially if they may not be able to afford fully comprehensive cover. Friendly Health also provides additional benefits such as offering digital health support and dental services.”
Jamie Cullen, Director at Secure for Life, added: “It’s fantastic to see National Friendly bring something genuinely new to the market. We already talk to clients about protecting their income if they can’t work, but this product lets us go a step further by supporting their everyday health too. It means we can now offer a more rounded protection package, combining income protection with affordable healthcare, giving clients extra reassurance and value without stretching their budgets. We are already excited to introduce this to our clients.”
