National Friendly has announced the launch of a low cost accident only income protection product.
The firm said the new policy is designed specifically to target clients who up to now have not been able to find the right cover due to cost or perhaps their health. The policy will provide a regular benefit if a client incurs a qualifying disabling injury caused by an accident. It does not pay out for other injuries or illnesses.
In a move designed to target a younger market, the policy includes a range of hazardous pursuits as standard and an enhanced list for an additional premium.
National Friendly said its wider research suggests the new policy will find a ready market amongst a group it has not previously targeted, the self-employed, particularly in the age range 25-44. The company believes this to be a growing sector, in particular with demand from the female self-employed being potentially very important in the future.
Oliver Jones, head of Sales and Marketing at National Friendly said: “The new National Friendly accident only income protection policy offers clients a more affordable and cost effective alternative to a traditional full income protection policy. Moreover, as there will be no health related questions, the application process will be quick and simple. We are confident this will be popular amongst brokers and clients alike as a result.”
The policy also links to HealthHero, a digital health provider of remote primary care. Eligible clients can access unlimited free telephone or video access to HealthHero’s panel of private GPs regardless of whether they are in claim. Other services available include holistic health, which offers members preventative consultations to discuss emotional wellbeing or aches and pains.
David Jennings, Commercial director at HealthHero said: “Access to physical and mental support as well as private GPs is arguably more important than ever and so we’re pleased to be able to offer these crucial yet simple-to-access services to policyholders of National Friendly.
“These kinds of additional services also play an important role in helping customers recognise the value of their policy immediately and potentially minimising lapse rates for advisers and insurers. It is great to be able to demonstrate value to all clients whether they claim or not.”