First Assist moves to address brokers' fears

First Assist has reassured brokers it has no intention of operating as a direct brand and will continue to sell its private medical insurance (PMI) products through intermediaries, affinity groups and corporates.

Steve Wood, managing director, claimed First Assist's 'rehabilitative' PMI proposition had received a stream of positive feedback from brokers, who had initially feared the virtual insurer would be swallowed up by the likes of Bupa and Axa.

He said: "This is a great opportunity for

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