Holloway Friendly has launched a service to provide an immediate underwriting decision.
The offering can be used by advisers to provide an instant decision at the point of sale for a range of applicants.
It will be delivered through its rules-based application journey, which will use reflexive questioning to provide an immediate decision on applications.
If an application has to be referred to the underwriting team, then Holloway Friendly will aim to respond within 24 hours.
Mike Taylor, chief operating officer at Holloway Friendly, said advisers can be confident of a rapid response.
He said: "We’re listening to advisers and their clients and making changes accordingly. Offering an ‘immediate decision’ is part of our continued commitment to improve our online quote, apply and underwriting journey and is a significant step in the development of our business.
"It also enables advisers to write business in less time and clients can be on cover sooner."
In addition, BMI loadings are now automatically applied during the application process. These latest developments follow in the wake of the investment into a new policy administration system, changes in underwriting processes allowing advisers to write short and long term policies in minutes and the ‘no’ automatic medical evidence requirement.
Stuart Tragheim, chief executive for Holloway Friendly, said: "This exciting development for Holloway is a key part of the implementation our new growth strategy and is a further demonstration of our commitment to improving the customer and adviser experience when dealing with us. We have plans for further developments that we expect to launch later this year."
Mel Kenny, a chartered financial planner for London-based Radcliffe & Newlands, said: "With this proposition, Holloway Friendly will make big strides in getting a reputation for speed and delivery which all insurers desperately seek."
