Cash plan and private medical insurance provider HSA is to expand its health insurance offering and distribution model to focus more closely on the intermediary sector.
HSA is looking to double its total gross written premium over the next two years to £500m through changes to its products and distribution strategy.
Business development director Jack Briggs said: "What we see is that the spend in the healthcare marketplace is absolutely massive. To get our share of that we are committed to being much more multi-distribution than the company ever was."
Briggs joined HSA from Norwich Union Healthcare two weeks ago. He said it was too early to reveal details, but he was keen on working with intermediaries to design products they thought would appeal to their clients.
He said: "There is too much product development done without input from the intermediary channel."