Holloway Friendly has launched a new online application replacing its existing in-house online process.
Using UnderwriteMe’s underwriting engine, the mutual said it was aiming to deliver more decisions online, a faster and simpler experience and easier to understand questions.
The friendly society added the improvements have been made with minimal impact on its underwriting philosophy and confirmed that advisers with existing logins will automatically get the updated journey. New advisers can register and submit applications immediately.
Stuart Tragheim, CEO at Holloway Friendly, (pictured) said the move was in response to adviser feedback after a new online application was identified as the most pressing priority for the mutual.
“In particular they found it took too long, included too much free text and wasn’t smart enough, with too many applications being referred to underwriters,” Tragheim continued.
“Despite the underwriting for income protection being more complex than other products, we’ve set ourselves the target of getting to an online decision at least 60% of the time to maximise the effort-reward ratio for advisers and give them confidence their client is covered there and then, as often as possible.”
Suzy Esson, chief operating officer at Holloway Friendly, said new online application was a massive step change in terms of the number of decisions it could handle.
“Advisers will get online without being referred to an underwriter, and in avoiding the delays that can cause,” she said.
“Advisers value that we tend to take a more inclusive approach than many others when it comes to things like high body mass index (BMI), Type 2 diabetes, working from heights, mileage, mental health and much more.
“And I’d like to reassure them that other than a couple of small tweaks, we’re delighted to have delivered our new online application while staying true to our underwriting philosophy.”