Bupa is set to distribute individual PMI through brokers again and is currently testing a proposition with advisers.
COVER reported from the AMII Autumn Conference in November that Bupa was considering a return to the B2C market.
In a statement today Bupa said: "Following our announcement that we would no longer be offering some of our B2C products through the consumer intermediary channel, we have been having some helpful discussions with advisers about creating a sustainable commercial model for the consumer intermediary health insurance market. "
The new model will offer Bupa B2C cover through the consumer intermediary channel.
Ceri Henfrey, director of consumer business at Bupa Health Funding, said: "The intermediary feedback we have received has been invaluable, and I would like to thank everyone for their input.
"We will be working with our partners to ensure we offer consumers affordable private healthcare, while also meeting the needs of intermediaries."
Brian Walters, vice-chair of The Association of Medical Insurance Intermediaries, said the trade body was "naturally pleased" Bupa was starting to distribute individual PMI through brokers again.
He said: "We support Bupa's stated aim of partnering with brokers that can deliver good-quality business and look forward to more of our members being able to offer Bupa to their individual clients."
