National Friendly has announced the launch of Friendly Health, a new entry-level healthcare product aimed at making private health cover affordable for UK consumers while helping protection advisers expand their service offering.
The new plan is available in three tiers – Bronze, Silver and Gold – and can be applied for in just five minutes without medical questions or underwriting.
Premiums start from £4.15 per week, and each level includes 24/7 virtual GP access, online dentist and dietitian support, and a diagnosis pot to contribute to consultations, scans and tests. Policyholders are also assigned a dedicated claims handler throughout the process.
The launch follows National Friendly’s own research, which found that 39% of people view full private medical insurance as a luxury they cannot afford, while just 14% of UK adults currently hold private health cover.
Nearly a third (29%) said dental cover was an important factor when choosing a healthcare policy. The Friendly Health plan is intended to bridge this gap, providing accessible health protection that can be tailored to different needs.
Ian Sawyer, commercial director at Howden Life & Health, said: “The launch of National Friendly’s Friendly Health is timely.
“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.
“What’s more, over a quarter of people have already self-funded treatment in the past five years with diagnostic tests and scans, injuries, and mental health services the most common reasons for doing so.
“Friendly Health has been designed following consumer research; its features and pricing can help to fill the healthcare gap.
“With a flexible use diagnostic pot for tests, scans and consultations; mental health counselling, physio, dentist and GP access as standard plus health home test kits and personal nurses with its silver and gold levels it provides an affordable, yet benefit rich, alternative.
“We support the fact it encourages proactive health management for today and reassurance for tomorrow if a client’s health changes.”
Sam Sainty, product manager at Active Quote, said: “Friendly Health can potentially fill a gap in the market as a budget option for customers who would otherwise be priced out of the market.
“Due to the product’s flexible tiered outpatient options that are available, customers will be able to obtain a level of health insurance cover at an affordable price, especially if they may not be able to afford fully comprehensive cover.
“Friendly Health also provides additional benefits such as offering digital health support and dental services.”
Jamie Cullen, director at Secure for Life, added: “It’s fantastic to see National Friendly bring something genuinely new to the market.
“We already talk to clients about protecting their income if they can’t work, but this product 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, giving clients extra reassurance and value without stretching their budgets. We are already excited to introduce this to our clients!”
Graham Singleton, National Friendly CEO, said: “Friendly Health represents healthcare done differently. It’s 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.
“This is through proactive healthcare access to health checkups and preventative support, with a reassuring cash pot for consultation, scans and tests if clients’ health changes.
“Our research shows people want affordable, practical healthcare options that fit modern lifestyles, and Friendly Health delivers exactly that. Friendly Health bridges that gap.”
