Dave adds that National Friendly’ s approach includes 100 % case ownership, ensuring members don’ t have to repeat their story to multiple people. This consistency builds trust and provides comfort during vulnerable moments.
Innovation in product design
National Friendly stands out for its commitment to underserved markets. Dave speaks passionately about products like Friendly Shield and Accident- Only Income Protection, which offer cover without underwriting- making protection accessible to those who might otherwise be excluded.
“ These products allow advisers to say‘ yes’ to clients they previously had to turn away,” Dave explains. He also highlights the importance of short-term plans and flexible options that cater to modern lifestyles and diverse family structures.
Emma praises this approach, noting that today’ s customers need a portfolio of protection rather than a one-size-fits-all policy.“ It’ s not just about the traditional income protection anymore,” she says.“ We need solutions that reflect real life.”
Looking ahead: What’ s next for National Friendly?
While Dave can’ t reveal too much about upcoming developments, he hints at continued innovation. Recent updates include adding amateur rugby, hurling, and Gaelic football back into hazardous pursuits cover- moves that reflect a proactive, inclusive mindset.
Emma and Dave also discuss the importance of evidence-based underwriting, especially for conditions like ADHD. Rather than relying on tickbox forms, National Friendly’ s underwriters aim to understand the real-life impact of a diagnosis.“ It’ s about listening,” Dave says.“ The client knows their condition better than anyone.”
Final thoughts: Accessibility and support
For advisers and members looking to learn more, Dave encourages visiting the National Friendly website and reaching out directly.“ We answer the phone,” he says with a smile- a simple but powerful promise in today’ s digital age.
Emma wraps up the interview with a warm thank you and a cheeky request for a panto invite. Dave promises to deliver, perhaps even turning it into a fundraising event for the insurance community.
Want to hear more?
This article only scratches the surface of a truly engaging conversation. To catch all the insights, humour, and heart, click here to watch the full interview. August 2025 | 13