About Wiltshire Friendly

Wiltshire Friendly provides affordable income replacement plans to individuals, employers for the benefit of their employees and amateur, semi-professional and professional rugby players.

Located in Trowbridge, Wiltshire, our dedicated team gives a personal and knowledgeable service to our members both locally and nationally.

Wiltshire Friendly is proud to be a member of the Association of Financial Mutuals (AFM). As a mutual, the Society is owned by our members and operates for their benefit. Established in 1887, Wiltshire Friendly currently has 3,918 memberships and assets of over £16.1 million (December 2022).

What is mutuality?

Mutual – We only work for our members

association of financial mutuals logo


UK insurance companies are all authorised and regulated by the Prudential Regulation Authority and/or the Financial Conduct Authority. Mutual organisations are not owned by external shareholders (like a PLC) but work for, and only answers to, their members who are their only customers.

Experience & scale

Wiltshire Friendly Society has over 130 years of experience and heritage in providing for the savings and protection needs of their members.


Our members are our only customers. The managers of mutuals are only responsible to their membership, and not to shareholders. Research has shown that on average mutual members are more likely to recommend a mutual organisation than a PLC.

Greater potential value

Research by AFM shows that in 2007 PLC insurers paid out on average 3.1p to shareholders for every £1 invested by their customers. With no shareholders to pay, mutuals can ensure that their profits are only distributed to their members, or reinvested to give the member better returns, better value and higher levels of service.

Better service

With higher levels of customer satisfaction according to independent surveys, staff in mutuals appear to offer improved levels of customer service when their customers, are members and can also be the owners of the organisation.


To find out more go to http://www.financialmutuals.org/owned-by-you