Legal & General (L&G) is now selling private medical insurance (PMI) online.

L&G is piloting a quotation and application service and the option to buy a PMI policy online. The site includes a description of the products available to the customer.

L&G head of planning and research Andy Sampson has been key in developing the site and said the pilot is going well.

"We are not yet promoting it and have yet to decide on the date for a public announcement," he said.

He said that the site is currently aimed at people in the market who feel comfortable with the products and have a knowledge of the PMI market.