Bupa is opening up its individual private medical insurance (PMI) product, Bupa By You, so intermediaries will be able to sell it to consumers.
Bupa By You is a tailored PMI policy which allows people to choose what they are covered for.
Customers select one of two core options, which they can enhance with a range of optional extras, depending on their budget and their health priorities.
It also now includes a no claims discount for the first time, enabling customers to save up to 70% off their annual premium.
Customers also have the option to manage the cost of their premium by selecting an out-patient limit.
They can choose to cap their out-patient cover for consultations, therapies and tests at £500, £750 or £1,000. Alternatively they can still choose to have no financial limits, so that all costs are paid in full.
Customers also have the option to choose NHS Cancer Cover Plus instead of full cancer cover, to reduce the cost of their premium.
Cancer treatment is provided by the NHS unless the treatment, drug or operation needed by the customer to is not available, in which case Bupa will step in.
Bupa has also introduced an online Bupa By You portal portal including an online quote tool, product literature, sales tools and advice for intermediaries.
Ceri Henfrey, consumer director at Bupa said: "We are very excited to be able to offer Bupa By You through intermediaries.
"Intermediaries are very important to us so we are delighted to be able to work with them to help more people enjoy the benefits of health insurance. We have welcomed the opportunity to work with some key members of the intermediary market over the last few months, including the Association of Medical Insurers and Intermediaries (AMII).
"This consultation period has been invaluable to us while developing our no claims discount, commission models and intermediary portal."
