Strategic Partnerships National Friendly has actively pursued partnerships to expand distribution and product reach, including a recent collaboration with Primis Mortgage Network and exclusive Mortgage Friendly Shield launch with Iress. Sales teams should target adviser networks and mortgage platforms to cross-sell protection, private medical insurance, and savings products.

Leadership & Growth Key appointments in 2026 such as head of underwriting and a new business development manager indicate a focus on risk assessment, product sophistication, and channel growth. Opportunity for enterprise-grade underwriting services, analytics partnerships, and growth-focused propositions for intermediaries.

Tech-Driven Ops The COO appointment signals a technology-led growth strategy; current tech stack includes modern web and analytics tools. Potential for selling insurtech integrations, data analytics, automated underwriting, and digital member engagement solutions to improve efficiency.

Mutual Focus As a long-standing mutual with a member-centric mission, there is potential to position tailored health and welfare solutions, member loyalty programs, and family-focused protection bundles that align with their non-profit ethos and retention goals.

Market Position Revenue range places National Friendly in a mid-market segment with peers in health protection and savings products. Target opportunities include mid-market employer groups, and intermediary networks seeking diversified protection offerings and integrated mortgage-related insurance solutions.