Canada Life has said it sees significant growth opportunities in group risk and plans to use new media to market the sector.
As part of this the insurer is doubling the size of its field based sales team and adding a new sales support team to service it.
The marketing team is also doubling in numbers which the provider said would serve to strengthen both product and communications.
It added that further recruitment would follow.
Paul Avis, sales and marketing director at Canada Life Group Insurance, said there was room for growth in the market.
"In an era of low investment across the economy we have recognised that there are still significant growth opportunities in the group risk arena," he said.
"Essential to this are advisers, as our sole distribution channel, and so it is clear that by working together we can help both parties to achieve top and bottom line growth.
"The sales support team will streamline and manage administrative workloads, allowing the sales team to concentrate on growth and effectiveness of their adviser relationships.
"And the growth of our marketing team allows us to focus not only on the opportunities afforded by new media but also on providing advisers with ideas, through Grow the Market campaigns and products - all of which can help to increase adviser sales," he added.
Avis concluded by reiterating the provider's commitment to the group risk market and the adviser distribution channel.
