PruHealth is driving a broader reach across the IFA market by integrating more heavily with sister brand PruProtect.
It has created the new role of head of franchise to work closely with PruProtect and build a strategy to align the two product offerings better.
PruHealth is aiming to build a substantial distribution capability specifically on health sales by capitalising on PruProtect's some 140 field account managers supporting thousands of IFAs.
David Priestley, sales director at PruHealth, said: "Following RDR, some advisers may be looking to diversify their product offering and business streams and we want to ensure we are in a position to help plug any income gaps.
"It makes sense to integrate our product more closely with PruProtect's to ensure we are providing a strong combined offering."
Penny Jackson will be appointed in the new position; she will be providing extra training were necessary.
PruHealth confirmed to COVER in July that it was ramping up its integration with its sister brand.
