More than 40,000 civil servants, ranging from prison officers to tax inspectors, are likely to benefit from a groundbreaking affinity deal.

Affinity marketing group, Membership Services Direct, has sealed a contract to offer insurance products to the UK Civil Service Benefit Society (UKCSBS), one of the largest friendly societies with funds of £190m.

The deal means UKCSBS becomes the first friendly society

to completely outsource its provision of member financial


MSD's other clients include, the Royal College of Nursing and the Transport and General Workers' Union.

Mike Rush, managing director of UKCSBS, said: “MSD has a proven record not just in affinity group marketing, but also demonstrated a specific knowledge of the civil service sector.”

He added that the UKCSBS has plans to provide products and services not just to its existing members but to other public sector staff.

Mike Rutherford, chairman of MSD, said it is looking forward to expanding its core services in the coming months.