The new BFS Protect product is designed to pay a regular benefit in the event of sickness or injury leading to loss of earnings. BFS Protect was previously only available using Avelo Exchange software.
Mark Myers, chief executive of British Friendly, said: “This is the next step of our strategic plan to reach a wider number of advisers, while maintaining our commitment to service.
“LifeQuote is an excellent system and we look forward to working with a number of new advisers.”
Rob Quayle, managing director of Direct Life, added: “British Friendly has a strong track record in providing a dedicated service to financial advisers, with 97% of claims paid in 2012.
“Together, we will deliver a highly professional standard for advisers with a personalised service and strong support network.”