Insurer Fortis has bought financial services consultancy firm Affinity Solutions for an undisclosed sum in a bid to expand its presence in the UK affinity market.

Affinity Solutions matches retailers, brands, clubs and unions with insurers and brokers looking to white-label their products.

Fortis chief executive Barry Smith said the insurer wanted to expand beyond its core motor market to become a "truly complete insurance company".

The acquisition comes after Fortis' purchase of personal lines telebroker, Outright, in September last year.

Fortis already runs affinity schemes for the Post Office, Holiday Extras and Age Concern.

Smith said: "The affinity market is growing and we now have the range of options to service that market. The link to Affinity Solutions will give us the opportunity to increase the amount of business we underwrite through Fortis, but Outright's panel will allow us to cater for almost any company's needs."

Haywards Heath-based Affinity Solutions will remain largely unchanged, although Peter Friend has left his position as chairman to become non-executive director at Outright.

Bob Hand, managing director of Affinity Solutions, said: "We are delighted to have the backing of a much larger organisation. There is still plenty of opportunity for growth in the affinity market and we are well-placed to take advantage."