National Friendly has launched Friendly Health, a new entry-level healthcare product designed to make health insurance more affordable for UK consumers.
The product offers three simple cover levels: Bronze, Silver and Gold, with fast applications and premiums starting at £4.15 a week.
Benefits include 24/7 virtual GP access, online dentist and dietitian services, and access to health home test kits and personal nurses at higher tiers.
The launch follows National Friendly research showing that more than a third of people (39%) see full private medical insurance (PMI) as a luxury they cannot afford, while just 14% of UK adults currently hold private health cover.
Nearly one in three (29%) said dental cover is a key factor when choosing a healthcare policy.
Friendly Health is designed to help advisers expand their client offering beyond financial protection, supporting more holistic conversations around wellbeing without requiring healthcare expertise.
Applications can be completed in five minutes using a non-underwritten, age-banded pricing structure. Premiums remain fixed by age group, meaning they do not rise each year as clients get older.
National Friendly CEO Graham Singleton said Friendly Health reflects a new, more inclusive approach to healthcare.
“It is simple, inclusive and designed to be easy for advisers to recommend and for clients to understand. There are no medical questions, no underwriting and no barriers, just straightforward access to everyday health support that everyone can benefit from.
“Our research shows people want affordable, practical healthcare options that fit modern lifestyles, and Friendly Health delivers exactly that.”
Industry response
Ian Sawyer, commercial director at Howden Life & Health, said the product launch was timely given rising public health concerns.
“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,” he said.
“Friendly Health’s flexible diagnostic pot, mental health counselling, physio, dental and GP access make it an affordable, benefit-rich alternative that encourages proactive health management.”
Sam Sainty, product manager at Active Quote, said the product could “fill a gap in the market” as a budget option.
“Due to its flexible tiered outpatient options, customers will be able to obtain a level of health cover at an affordable price, especially if they cannot afford fully comprehensive PMI.”
Jamie Cullen, director at Secure for Life, said advisers are excited about the product’s potential.
“We already talk to clients about protecting their income if they can’t work, but this 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.”
