The campaign, which takes place in the lead-up to Income Protection Action Week (IPAW), will provide a regional online map to track National Friendly's income protection sales across the UK.
For each qualifying income protection application, advisers will be entered into a prize draw to win Amazon gift cards.
National Friendly reported an 81% increase in income protection sales in 2024; it also saw a 53% increase in accident only income protection in 2024. The provider also reported that new sales across the society's products had more than doubled since 2021.
Graham Singleton, CEO, National Friendly, said, "We know how important advisers are in helping customers understand the value of income protection."
"Our Cover the Country campaign is a simple way to recognise that role while giving advisers a chance to win something for themselves. With improved pricing and product updates, now's a great time to take another look at our income protection offer."
The campaign aims to build on research conducted by National Friendly which demonstrates the need for income protection products, according to the mutual.
Its Bruised Britain research showed that 29% of adults experienced an accident in the last three years, with 15% of these people now living with a long-term disability or health condition.
The research also showed that 17% of people claimed insurance products after they had an accident.
Jo Miller of the Income Protection Taskforce (IPTF) said, "It is great to see this campaign from National Friendly. as it speaks to our objectives at IPTF of increasing adviser engagement and ultimately improving sales of income protection and levels of cover amongst the population."
"We are extremely grateful for National Friendly's efforts to support IPAW, which takes place in September. and look forward to seeing the country covered!"
The campaign kicks off the week before the IPTF's annual IPAW event, which aims to promote income protection to the industry. The event will take place on 22 September, 2025.
First appeared: https://www.covermagazine.co.uk/news/4516207/national-friendly-launches-cover-country-campaign
