Exeter Family Friendly has launched a new modular private medical insurance (PMI) product.
Its Health Choices for Me plan has been designed following a series of focus groups with advisers and is aimed at being simpler to understand than those currently on the market.
The core Essential module includes all in-patient treatment as well as MRI and CT scans, which can then be built upon as necessary.
Importantly, clients are able to choose between unlimited or no cancer cover.
Additional cover options are also available under separate out-patient and manipulative modules.
An excess can then be added on if required.
Mike O'Brien, head of intermediary sales at Exeter Family Friendly, said advisers believed the current range of modular products were too complex.
"The feedback and response we had from advisers was overwhelming; they wanted customers to be able to choose and build the plan that's right for them, but that current modular plans went too far, they complicate and confuse," he said.
"We've taken a really user friendly approach to the modules, deconstructing a comprehensive plan in a sense, but we've been careful to keep it simple and the amount of choices manageable."
And O'Brien explained the reasoning behind an all or nothing cancer coverage option.
"Our research told us that to some advisers it is a vital aspect of PMI, but to others it is something that the NHS does well and can be relied upon.
"Health Choices for Me can suit either taste, whilst the fact that it's either all or nothing is completely intentional - too many insurers leave consumers high and dry half way through a cancer claim and that is simply not what we're about," he added.
