Andrew Tripp, a former chairman of AMII, has launched new PMI and protection provider ESMI, which he claims will ‘revolutionise' health insurance.
The provider is offering simple fixed rate insurance to protect people regardless of age, health, career or lifestyle.
ESMI offers five products; Sick Pay, Life Cover, Everyday, Surgical Cash and Critical Illness.
With no restrictions on those eligible to be covered, the firm said "there is no extensive paperwork, complicated questioning or in-depth medical history needed to be able to take out a policy."
ESMI also offers its plans with the same fixed premium for every policy holder, so there are no premium loadings for certain professions, ages or existing medical conditions.
ESMI offers the same suite of products for businesses.
Tripp said: "Everyone has the right to have the freedom of choice in matters relating to their health, no matter who they are, where they come from, or what their budget is."
"ESMI is all about ensuring health insurance is accessible to everyone; you can't predict when an illness will strike but you can plan for it. Our products are designed to help policyholders weather life's inevitable storms."
