The campaign recognises the crucial role advisers play in helping customers safeguard their income. A key feature of the initiative is a regional online map that will track IP sales across the UK, lighting up each area as standard policies are sold. To further incentivise participation, each qualifying application made to National Friendly will enter advisers into a prize draw for the chance to win Amazon gift cards.
The initiative comes as National Friendly’s Bruised Britain research highlights the growing need for income protection. The study found that 29% of UK adults experienced an accident in the last three years, rising to 37% among under-35s. Of those, 15% now live with a long-term health condition or disability - 23% among under-35s - yet just 17% have claimed on products like income protection.
Graham Singleton, CEO of National Friendly, said: “We know how important advisers are in helping customers understand the value of income protection. Our Cover the Country campaign is a simple way to recognise that role while giving advisers a chance to win something for themselves. With improved pricing and product updates, now’s a great time to take another look at our income protection offer.”
Jo Miller, of the Income Protection Taskforce, added: “It is great to see this campaign from National Friendly as it speaks to our objectives at IPTF of increasing adviser engagement and ultimately improving sales of income protection and levels of cover amongst the population. We are extremely grateful for National Friendly’s efforts to support Income Protection Action Week (IPAW) which takes place in September, and look forward to seeing the Country Covered!”
