British Friendly improves the online application process


“For advisors, this means increased efficiency with less time required on average per enquiry, fewer inquiries and phone calls, and reduced end-to-end times”



The simplified online medical and lifestyle questionnaire now offers a more logical progression by grouping questions into sections – physical wellbeing and mental wellbeing – using wording that meets ABI mental health standards.

British Friendly has also increased the maximum annual pre-tax income it covers from £65,000 to £100,000 to provide more protection for high earners.

British Friendly will cover 70% of a claimant’s annual pre-tax income up to the first £65,000, then 45% beyond £65,000 up to £100,000 (maximum benefit of £61,250 per year ).

Natalie Summerson, Sales and Marketing Director at British Friendly, said: “Our improved online application journey has been made possible by our new digital platform and, thanks to the valuable feedback from advisors, we have been able to make significant improvements. For advisors, this means increased efficiency with less time required on average per application, fewer inquiries and phone calls, and reduced end-to-end times which we know can impact conversion rates. This will allow underwriters to make more final decisions directly from the application. »

Liam Shortland, Development Coach at LifeSearch, commented: “Improvements to the application journey will put clients at risk faster and save time for advisors. So it’s a positive change. Applications can often be unnecessarily complex, so this overhaul is a welcome one. It is also good news that we can offer more coverage to people with higher salaries. »


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