The Prudential is planning to shake-up the £2bn health insurance market with a range of innovative products targeted at the individual.
Britain's biggest insurer has formed a strategic alliance with giant French insurer CNP Assurances to sell their products in each others' domestic markets.
In the UK, the plan is for Prudential to facilitate the distribution of a new range of health insurance products it is currently developing jointly with CNP.
Chris Evans, managing director of Prudential Europe, (pictured above) said: "We think there is a gap in the market. People are less satisfied than they ought to be. We want to address this with something that is innovative and on a grand scale."
He said the products will be aimed at the individual rather than the corporate side of the health insurance market and emphasise services rather than cash benefits.
"We are looking at individuals at this stage. The corporate end of the health insurance market does not have a great appeal for us, the margins are too narrow."
Among the options he said Prudential is considering is a package of benefits featuring health club membership and single products including cash plans with added optical and dental benefits and a primary care policy.
These would be distributed through a mix of independent financial advisors, Prudential's own agents and possibly an internet portal.
Evans stressed: "It is likely to be another three or four months before we are in a position to launch into the market."