National Friendly has announced strong results for the first half of 2025, with new business up 12% year-on-year.
Figures published today (6 August) also show a 22% rise in new business annual premium equivalent (APE). The mutual’s flagship product, Friendly Shield, continued to drive momentum, accounting for 39% of all new business during the period.
The second quarter marked a standout performance, with policy sales up 27% compared to the same period in 2024.
June was a record month for Income Protection sales, contributing to a 124% year-on-year increase in Income Protection business for the first half of the year.
Graham Singleton, Chief Executive at National Friendly, said, “We’re proud to be growing at pace while staying true to our mission of helping people access affordable and inclusive protection."
“These results reflect the trust our members place in us and the incredible work of our teams and adviser partners across the UK.”
He added that alongside product innovation, the mutual has invested heavily in adviser support tools such as Broker Portal+, simplified applications and real-time underwriting access to help intermediaries serve clients more efficiently.
National Friendly also maintained a strong claims service record, assessing 95% of claims within its three-day SLA, and achieved a Claims Net Promoter Score (NPS) of 76, reflecting high member satisfaction.
Emma Thomson, Vice Chair of the Protection Distributors Group, said, “It’s good to see National Friendly achieving record income protection sales while maintaining a focus on service and claims."
“Their investment in adviser tools and simplified processes helps more clients access essential protection, and these results underline the critical role of insurer service levels in improving accessibility and affordability.”
The mutual has also launched a new adviser education initiative, ‘Cover the Country’, aimed at raising awareness of Income Protection in the lead-up to Income Protection Action Week (IPAW) in September.
The campaign highlights the vital role advisers play in helping consumers protect their income and builds on National Friendly’s growth strategy for the second half of 2025.
