What Holloway Friendly does

Holloway Friendly is a UK mutual friendly society, founded in 1875 by George Holloway MP and headquartered in Gloucester, providing income protection insurance under the brand "My Sick Pay." The society is wholly owned by its members with no external shareholders, authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority (FRN 109986). It sells exclusively through FCA-regulated financial advisers, who use the Adviser Hub portal to quote, apply and track cases; a Suitability Letter Builder tool and CPD-accredited content library support adviser workflows. The core My Sick Pay product pays a monthly benefit of up to 65% of pre-tax earnings (capped at £80,000 per annum) when a policyholder is unable to work due to illness or accident, with configurable waiting periods of 4-52 weeks and payout terms of one, two or full years, priced on a monthly Direct Debit subscription basis through age-based, level, reviewable or guaranteed premium structures.

The proposition is layered with free value-added services for members and their families: unlimited 24/7 GP video consultations via HealthHero, medical second opinion via Healix/HealthHero, and a 24/7 Employee Assistance Programme via Optima Health, plus a content-led Wellbeing Hub. Underwriting is supported by what the company describes as the "World's No.1 underwriting engine" delivering instant decisions on roughly 66% of applications, with a pre-sales underwriting team handling complex cases manually; no proprietary AI/ML models or bespoke algorithms are disclosed, and the technology stack is largely third-party (Microsoft Clarity, Google Analytics, WordPress CMS, Lalu for medical evidence tracking).

Revenue is generated from recurring monthly insurance premiums on the My Sick Pay book plus investment income on reserves, distributed entirely through the adviser channel to employed and self-employed UK residents aged 18-59 working 16+ hours per week. Holloway Friendly differentiates through inclusive underwriting (insuring higher-risk lives often declined elsewhere), no standard exclusions (including HIV in many cases), member-first claims handling (record £5.13M paid out in 2024), and product features such as the Life Changes Guarantee, Drop in Earnings Guarantee, and terminal illness lump sums. Headcount is 51-100 and operations are UK-only.

Name

Holloway Friendly

Legal name

The Original Holloway Friendly Society Ltd

Website

https://holloway.co.uk

Company type

Private

Founded year

1875

Operating status

Operating

Headcount range

51–100 employees

Short description

Holloway Friendly is a UK mutual friendly society founded in 1875, providing income protection insurance (My Sick Pay) exclusively through FCA-regulated financial advisers, with bundled GP, second-opinion and wellbeing services for members and their families.

Ownership category

akta.pro rank

Product category

Income Protection Insurance

NAICS

Direct Life, Health, and Medical Insurance Carriers (52411)

SIC

Accident & Health Insurance (6321)

akta.pro primary industry

Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD)

akta.pro secondary industry

Membership/Subscription Concierge Virtual Care (HLALAAAH)

Keywords

• Income protection insurance
• Sick pay insurance
• Mutual friendly society
• Financial adviser distribution
• Individual income replacement

Headquarters

HQ city

Gloucester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Income Protection Insurance Premiums (My Sick Pay): Holloway Friendly's primary revenue is recurring Direct Debit premiums from income protection insurance policies (My Sick Pay). Premiums can be age-based (increase annually with age) or level (fixed). Premiums are reviewable (could change) or guaranteed (locked). Customers can increase cover via RPI-linked cost-of-living increases. Premiums are collected monthly via Direct Debit from members' UK bank accounts. The society also earns investment income on float reserves.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Holloway Friendly is a member-owned mutual friendly society that sells My Sick Pay, an income protection insurance product paying up to 65% of pre-tax earnings (capped at £80,000/year) if the policyholder cannot work due to illness or accident. Membership is distributed exclusively via FCA-regulated UK financial advisers using the online Adviser Hub, with member-facing value-added services (unlimited GP consultations through HealthHero, Medical Second Opinion via Healix, and an EAP through Optima Health) included alongside the core insurance contract.

Product overview

Holloway Friendly operates as a mutual friendly society offering a single core product: My Sick Pay income protection insurance. This main product is complemented by a suite of integrated member benefits including HealthHero-powered GP consultations, Healix-powered Medical Second Opinion, and Optima Health Extra Help services. For advisers, the company provides an Adviser Hub platform and Suitability Letter Builder tool. The portfolio is architecturally a core insurance product with bundled health and wellbeing add-on services, all accessible through the member portal.

Differentiator

Problem solved

Functional benefit

Products and services

• My Sick Pay Holloway Friendly's core income protection insurance, paying members a monthly benefit (up to 65% of pre-tax earnings, capped at £80,000/year) if they cannot work due to illness or accident, with configurable waiting periods (4-52 weeks) and payout terms (1 year, 2 years, or to end age). Targeted at employed and self-employed UK adults aged 18-59 working 16+ hours per week, distributed exclusively through FCA-regulated financial advisers and rated 5-Star by Defaqto.
• GP Consultations (HealthHero) Free and unlimited video or phone GP consultations via HealthHero, available 24/7 to members, their partners and children under 18 living with them; typical access within ~24 hours, with prescriptions, referral letters and fit notes provided. Included as a value-added benefit on the My Sick Pay policy.
• Medical Second Opinion Free second-opinion service delivered in partnership with HealthHero and Healix, connecting members diagnosed with serious conditions to a UK network of clinical specialists (notably in cancer, cardiology and orthopaedics) who review records, confirm or refine diagnosis, and propose alternative treatment options.
• Extra Help (Optima Health EAP) Free, confidential 24/7 Employee Assistance Programme provided by Optima Health for members, covering work and practical matters (employment, debt, tax, education, housing, bullying) as well as personal and family support (bereavement, relationships, stress, divorce, child support, elderly care), delivered independently of Holloway Friendly.
• Adviser Hub Online intermediary portal at applynow.holloway.co.uk where FCA-regulated advisers register, request quotes, submit My Sick Pay applications in one session, and track case status. Central to Holloway Friendly's adviser-only distribution model, with access to underwriting pre-sales support and commission management.

Quantifiable outcome

• Record £5.13 million paid to members unable to work in 2024
• +4 more outcomes

Named customers13 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

Four partnerships are on record, tiered core and supporting.

• HealthHerocoreTechnology or IntegrationHealthHero provides Holloway Friendly members with unlimited free video and phone GP consultations, available 24/7, 365 days a year. Members can book appointments within ~24 hours, choose their GP, and receive private prescriptions, referral letters, and fit notes. Service extends to the policyholder, their partner, and children under 18 living with them. HealthHero operates independently — no personal or medical data is shared with Holloway Friendly. Only insurance policy numbers are shared to verify eligibility. HealthHero GPs have UK-based NHS experience and are continuously monitored for quality. This is a free additional benefit not part of the insurance contract.
• HealixcoreTechnology or IntegrationHealix partners with HealthHero to deliver the Medical Second Opinion service for Holloway Friendly members. The service provides free access to a network of clinical specialists across the UK (particularly in cancer care, cardiology, and orthopaedics) when a member receives a serious diagnosis. An expert reviews the member's medical records and consultations, then either confirms the diagnosis and treatment or identifies alternative options. Members access the service by calling 0345 222 3730. Healix/HealthHero operate independently — no personal or medical data is shared with Holloway Friendly.
• Optima HealthsupportingTechnology or IntegrationOptima Health provides Holloway Friendly members with a free, confidential Employee Assistance Programme (EAP) available 24/7, 365 days a year. It offers practical guidance on work/practical matters (employment issues, conflict, tax, education, debt, bullying, housing) and personal/family matters (bereavement, relationships, stress, divorce, child support, domestic violence, elderly care). This is a free additional benefit not part of the insurance contract. Optima Health is independent to Holloway Friendly and all support is strictly confidential and impartial.
• DefaqtosupportingOthersDefaqto is an independent financial product information and research company. Their Defaqto 5-star rating is used by Holloway Friendly to market My Sick Pay as a high-quality, comprehensive income protection product. The star rating is based on an independent review of product features and benefits.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Exeter (income protection): UK mutual insurer offering income protection products through advisers. Directly comparable product line and mutual structure to Holloway Friendly, with a strong track record of serving customers with pre-existing conditions.
• Cirencester Friendly: UK mutual friendly society focused on income protection insurance for individuals. Closely comparable to Holloway Friendly in product focus, mutual structure, adviser-led distribution, and UK-only market; the Senior Independent Director Andrew Horsley was previously at Cirencester Friendly.
• National Friendly: UK mutual friendly society offering income protection and health insurance products. Comparable mutual structure and product focus; Holloway Friendly's CRO Sandy Richards previously served as Executive Director on National Friendly's Board for six years.
• British Friendly: UK mutual friendly society providing income protection insurance sold through financial advisers. Comparable to Holloway Friendly in product, mutual ownership, and adviser distribution model.
• Exeter Friendly Society: UK friendly society offering income protection and related protection products via advisers. Highly comparable to Holloway Friendly — former CRO/CFO John Gunn joined Holloway Friendly's Board in February 2026, evidencing deep talent and operational overlap.

Broad incumbents

• Legal & General: Major UK insurer offering income protection alongside life, pensions, and general insurance. Comparable in adviser channel and IP product but with much larger scale, brand presence, and product breadth than Holloway Friendly.
• Vitality UK: Large UK life and health insurer offering income protection as part of a broad protection and health portfolio. Overlaps with Holloway Friendly on income protection but operates at much larger scale with proprietary wellness tech and broader product set.
• AIG Life UK: UK life insurer offering income protection as part of a broader group protection and individual life portfolio. Overlaps with Holloway Friendly on adviser-distributed IP but operates at significantly larger scale.
• Royal London: UK mutual life and pensions provider with a growing income protection offering. Comparable mutual heritage and adviser-led distribution; significantly larger scale and broader product range than Holloway Friendly.
• Aviva UK: One of the UK's largest insurers offering income protection among a broad life, health, and general insurance portfolio. Competes for adviser IP placements but at vastly greater scale; Holloway Friendly's CEO Ben Pears previously worked at Aviva.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@HollowayFriendlySociety
• LinkedInlinkedin.com/company/1256069
• Xx.com/hollowaysociety

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Holloway Friendly