Axa chief Dennis Holt has recruited two further colleagues from his old Lloyds TSB Insurance team - Keith Gibbs and John Bines.
As of 17 December, Gibbs will take charge of AXA PPP Healthcare as chief executive, replacing Mark Adams, who left the company last month on "amicable terms", according to an AXA spokesman. Gibbs was marketing director of Lloyds TSB Insurance from 1993 to 2000.
In an exclusive interview, Gibbs told Insurance Times he was "delighted to work with Dennis again" and wants to broaden PPP's product portfolio for the "mass market".
"The government's decision to expand the National Health Service's scope will mean future public-private partnerships. PPP will play a central role because the private sector will provide a growing proportion of the healthcare requirements of the population.
"I am interested in finding ways to provide private healthcare at an affordable level across a broader cross-section of the market," said Gibbs.
He said Holt plans to focus on ways to develop PPP and AXA Insurance through organic growth rather than "the GRE-type acquisition approach".
Bines, who left his position as head of credit and cash plan business at Royal & SunAlliance (R&SA) on 12 November, will join AXA in the new year as group marketing and services director. This is a new role which will specialise in marketing and developing the brand, especially AXA's future involvement in the FA Cup sponsorship.
An AXA spokesman said: "We are coming to end of the FA Cup contract so one thing John will be looking at is how this sponsorship goes forward."