The mutual’s flagship product, Friendly Shield, accounted for 39% of all new business, reflecting growing demand for accessible protection solutions.
Income Protection sales were a particular highlight, with Q2 2025 policy sales up 27% year-on-year and a 124% rise in Income Protection sales compared to H1 2024. June marked a record month, capping three consecutive months of growth.
Graham Singleton, Chief Executive at National Friendly, said, “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."
“These results reflect the trust our members place in us and the incredible work of our teams and adviser partners across the UK."
“We’re not just innovating on product, such as with Friendly Shield, to meet everyday consumer needs; we’re investing in service too."
“Through tools like Broker Portal+, simpler applications, and real-time underwriting access, we give advisers what they need to support clients more efficiently and confidently.”
The business reported that 95% of claims were assessed within its three-day service-level agreement during H1 2025, with a Claims Net Promoter Score of 76. The Protection Distributors Group (PDG) has awarded National Friendly its Claims Charter status.
Emma Thomson, Vice Chair of the PDG, said, “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."
“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.”
In July, National Friendly launched a new adviser campaign called ‘Cover the Country’, ahead of Income Protection Action Week in September.
The campaign encourages adviser engagement and promotes the importance of Income Protection.
