Unum has launched a 'Simplicity CI' policy through a limited number of intermediaries to reach out to employers who haven't engaged with the group CI market.
The offering is designed for workforces of 50 or more and is currently available through partnerships with a small number of intermediaries.
The insurer said the policy avoids complex pre-acceptance risk assessment both at policy and member level.
The ten common reasons for claiming are insured and there is no medical underwriting involved.
The employer can choose the same cover amount it wants to buy for all employees (between £10,000 and £60,000).
There is an option for a simple flexible benefit basis so employees may top up a basic level of employer-funded cover (up to the same £60,000 ceiling).
Andrew Potterton, head of proposition development at Unum said: "Although members clearly can't claim for a heart attack they had before joining, they're covered if they have another one meeting the criteria once the policy is up and running.
"Cancer history, likewise, doesn't prevent a claim for an insured event, whether it's a recurrence of a cancer that was thought to have gone away, or a new one. With this approach, clearer expectations may be set with staff as current serious health conditions that could lead to a CI claim are more likely to be known to the employer."
"It's not too late for intermediaries ready to grasp this new to market opportunity to get on board, although space is limited. Interested brokers should in the first instance speak to their Unum salesperson for further product information or to instigate a conversation to compare business plans."