Broker Bluesure is set to announce a "major" affinity deal within weeks, according to new chief executive Phillip Pettersen.

Pettersen replaced long-standing chief executive Tony Martin in April, who had been at the helm of the firm for five years.

Martin is understood to have been frustrated at the company's failure to penetrate the UK broker market with its single package policy model. The model is currently distributed by 21 UK brokers.

Former Benfield man Pettersen said: "Tony [Martin] felt he had taken the company as far as he could and some of his enthusiasm for the company had gone. It was a perfectly amicable split."

Bluesure packages a raft of products including contents, buildings, private motor, travel and legal expenses, within one policy with one price.

Pettersen said: "In places like South Africa, the package product represents up to 90% of the personal lines market. In the UK it represents virtually nothing.

"There is a great opportunity for us to let consumers and brokers know the advantages of this type of cover and really make an impact."

He added: "Bluesure is ideal for 'cash-rich, time-poor' customers. Any affinity deal will reflect that."

One analyst said: "Bluesure is an attractive proposition but there is always the legacy problem of getting brokers to change their IT systems to accommodate something out of the ordinary.

"An affinity deal is definitely the best distribution model for it."