Holloway Friendly is a mutual offering income protection insurance to support its members through sickness and injury.

Stephanie Charman, group partnerships & propositions director at Sesame Bankhall Group, said: “We believe income protection, alongside other protection products, should play a crucial role in every financial plan.

"That’s why a key aim for us in 2024 is empowering customers to make better protection decisions, by continuing to expand our panel of high-quality providers and bolstering the support and guidance on offer for advisers.”

She said the mutual is, “highly regarded for its clear and flexible offering, which makes them exactly the kind of provider we want to work with in the current market.”

Stuart Tragheim, chief executive at Holloway Friendly, said: “Income protection should be a focal point in every adviser's discussions with clients. We are eager to bring our product My Sick Pay to SBG’s advisers.”

Holloway Friendly created the first income protection plan more than 140 years ago. In 1875 its founder George Holloway had the idea to help members build up a cash sum for retirement while they paid for cover for lost earnings because of illness or injury.

The idea became so popular the Holloway name became attached to any income protection plan that also included an investment element and “Holloway contracts” are still sold by many insurers, the mutual said.

SBG brings together Sesame Network, Bankhall and PMS Mortgage Club to reach 10,000 professional financial advisers. Aviva is a shareholder of the Sesame Bankhall network.