April UK has joined up with Cardiff Metropolitan University in an effort to bridge the growing private medical insurance (PMI) generation gap.
The health protection specialist said delegates at the Association of Medical Insurance Intermediaries' summit earlier this week had been urged to attract a new generation of customers in the under 40 age bracket - or risk relying on an ever-shrinking market share.
Isaac Lam, marketing manager at April UK, said: "Companies were warned in the starkest possible terms about the consequences of failing to address the growing age gap in the insurance industry and urged to ensure that at least 20% of their customers were in the under 40 bracket.
"We have been targeting the younger age groups for some time but we have now come up with a new package aimed specifically at students."
The policy is for people in full time education only and provides a substantial discount to the cost of a normal adult PMI package, with comprehensive cover for someone aged up to 21 costing £17.09 a month.
It has been formulated in partnership with Cardiff Metropolitan University and will be rolled out to Freshers this year.
APRIL UK is already looking to extend the scheme across the country and a number of other universities have already expressed a strong interest in their student plan.
