Medicash is targeting brokers to expand business in London and the south east.
It has appointed a broker development manager, Damon Grant, to build better relationships with key brokers and increase awareness of its company-paid plans.
Sue Weir, chief executive at Medicash, said: "Over the last few years, intermediaries have become an important market to target for healthcare cash plan providers, with growth in the sales of company paid HCP's across the UK being driven by the more proactive approach of brokers to sell HCP products to their clients.
"We are working to extend our reach with a more targeted focus on brokers in the south east and London."
Medicash has said a focal point for its strategy for growth is targetting more intermediaries in the cash plan market.
Damon's appointment follows appointment of Manchester-based Medicash broker development manager Russell Upton in April last year.
Damon previously worked for international healthcare group Bupa as healthcare development manager, before being appointed tied agency manager and consultant in April 2008.