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 better align the two businesses.
PruHealth is aiming to build a substantial distribution capability, specifically on health sales, by capitalising on PruProtect's 140 field account managers which support thousands of IFAs.
David Priestley, sales director at PruHealth, said: "Following the Retail Distribution Review (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.
What made financial headlines over the weekend?
'Right thing to do'
£69m spent on upgrades