In the first of several planned technology updates, the society says the new chat facility will give financial advisers a quick answer to any medical queries they might want to discuss with an underwriter before making a submission. This allows advisers to find out whether it is worth submitting an application, generating an instant indicative decision and reducing the likelihood of the receipt of unsuitable applications thereby saving time, says the company.

Each 'conversation' between the financial adviser and underwriter will be recorded and emailed to both parties at the end of the conversation creating a physical record, which is beneficial in instances of difficult or specific underwriting.

John Bridge, director of sales and marketing at Cirencester friendly, said: "Meaningful and regular communication with the financial adviser community is of vital importance to Cirencester friendly. We listen to our advisers and keep them informed of changes to products, processes and other important information regarding the Society's business which is invaluable in helping us improve our service.

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"Speed of application is essential to financial advisers, especially when they need to give their clients the answers. This new tool will also allow financial advisers to 'prepare' their clients for the likely decision, therefore increasing the chance of the client accepting the terms offered.

"We are always looking for ways to enhance the way financial advisers can do business with the Society and this service will help build relationships with Financial Advisers by allowing them instant access to the people that can answer their questions.