VitalityHealth has made changes to its executive team to capitalise on ‘growth opportunities' in the private medical insurance (PMI) market.
The insurer, formerly known as PruHealth, said the intermediary market will remain a core focus for VitalityHealth, particularly in regarding group business.
Greg Levine, who joined the business last summer as director of corporate healthcare, has been appointed director of corporate and intermediated business.
Levine was the architect behind VitalityHealth's new corporate offering. The insurer said the interest generated by this offering is "a testament to the need for a differentiated approach" in the group market and supports Levine's appointment to lead this channel.
Meanwhile Dave Priestley, VitalityHealth's current sales director, will retain his responsibility for non-intermediated sales.
He will also assume additional executive responsibility for digital acquisition in his role as director of direct and digital acquisition.
Neville Koopowitz, CEO of VitalityHealth, said: "VitalityHealth has never been in such a strong position. Our new business rates are high and reflective of good quality, members are engaging in our wellness programme at increasing rates and lapses are well contained, indicative of the positive experience that our members have with us.
"These appointments are evidence of how we are using this period of strength to further invest in the business to offer our customers even greater value and more avenues through which to engage with us. Our aim is to not only grow our share of the PMI market, but to ultimately grow the number of individuals and companies that are purchasing PMI."