Bupa has launched a new private medical insurance (PMI) product on to the direct market.
The provider said it is initially available as a direct to consumer product but it may look to review a broker proposition at a later date.
Bupa By You has three core options - comprehensive, prompt diagnosis or treatment and care.
Customers can then select from 12 additional options including cover for fitness enthusiasts concerned about getting injured, cancer, travel, dental and optical and cover for selected complementary therapies.
It includes a no financial limits guarantee providing patients use a facility from their chosen hospital network and a fee assured consultant.
A range of excess options is also available.
It is initially available by phone and it will become available online from September.
