British Friendly has launched an ‘auto acceptance' system for income protection (IP) meaning that clients can receive immediate acceptance.
During the online application, the underwriting system tracks the answers entered to decide whether the applicant could be accepted for cover on standard terms.
Iain Clark, marketing and distribution director at British Friendly, said: "This is one of the first steps in our ongoing upgrades to product and processes to simplify the way that advisers IP with their clients."
Tom Conner, director at Drewberry Insurance, said: "IP should be the first choice protection product for working people in most cases.
"We know brokers don't sell enough of it and this innovation by British Friendly should make the whole sales process much easier and more convenient."