Groupama has appointed former AXA regional manager Derek Findlayson to spearhead the insurer's push into the healthcare sector.
The insurer has begun a "fundamental review" of the distribution and customer servicing capabilities of Groupama Healthcare in an effort to boost its share of the corporate health sector.
Distribution and customer services director Amanda Blanc said: "Our research revealed there was room in the market for another provider. AXA PPP and Bupa control 60% or 70% of the market, so there is plenty for us to go at."
Private medical insurance (PMI) currently makes up one sixth of Groupama's book of business, but this would be "improved", she added.
Blanc said the company would be looking to differentiate on service. "Others have tried to differentiate on product and have not done well.
"The feedback we have is that the service [from other providers] is awful."
A new segmentation strategy will be rolled out in March. Blanc said the company would be looking to deal with "50 or 60" specialist corporate PMI brokers, which would be segmented into three areas - sole traders, bigger specialists and national brokers.
"We will then decide what each segment needs, such as electronic trading or relationship management."
Findlayson will join as head of partnership solutions in June.