Provider National Friendly has launched Friendly Dentist+ as a benefit within its Friendly Shield product, available for new members.
The offering is in partnership with Toothfairy, a dental care app delivering remote advice, guidance and prescriptions for everyday dental needs.
As part of the offering, Friendly Dentist+ will include:
- Unlimited around-the-clock access to a dental chat helpline with a qualified dentist. Members can upload photos and videos for reassurance, diagnosis and a second opinion
- Videos and articles on dental health
- Emergency online dental appointments
- Support finding in-person emergency treatment
- Symptom checker tool
Noreen Latif, Head of Partnerships, Toothfairy, said, "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. The launch marks one year since the launch of Friendly Shield, a non-underwritten cover for unforeseen eventualities."
Introduced in July 2024, Friendly Shield has accounted for 39% of National Friendly's new business this year.
Earlier this year, National Friendly added optional sickness cover to the product. The policy – which covers accidental injuries as standard – now includes both an income and hospital benefit under the sickness option, paying out for new sickness claims at the same benefit levels as paid for accidental injuries.
According to National Friendly's research among 2,000 consumers, 29% considered dental cover a "key" factor when choosing an essentials insurance policy.
The provider said that by integrating Friendly Dentist+ into Friendly Shield, it becomes one of the first small insurers to offer this service alongside its core protection benefits.
Oliver Jones, Commercial Director, 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."
