PruHealth has been increasing its integration with PruProtect to broaden focus beyond specialist healthcare advisers.
David Priestley, sales director at PruHealth, said: "We are going to be looking quite a lot and increasing the level of support around PruHealth.
"We want to move away from a sole focus on specialist healthcare brokers because we think there will be a demand there post-RDR as IFAs look to increase their income streams."
He said other markets, such as pensions and investments, were getting "quite tough" for advisers under heavy regulation and healthcare was a comparably easy market to widen proposition.
According to Priestley, there was also more opportunity for IFAs to generate new PMI business as opposed to churn.
He said: "There are more IFAs out there than specialists and they probably have clients who they can have new conversations with."
PruHealth also anticipated many changes to the core structure of insurance products as the market adapted to the NHS reforms and demand emerged.
It will be focusing on developing new partnerships to widen its Vitality and reward packages, but has no plans for structural change.