Pictured above: Peter Maskell

BHSF Limited, the UK's third largest not-for-profit health cash plan underwriter, has announced that it has moved into the personal accident market.

The Midlands-based company, with 2,800 corporate clients and 400,000 people insured, announced its decision at the Employee Benefits Exhibition in London.

Chief Executive Peter Maskell said BHSF, whose headquarters are in Ladywood, Birmingham, had for a number of years placed individual and group PA with various underwriters and had built up a sizeable book of business.  

With its acquisition of Network Insurance Brokers, BHSF has added the expertise of Chris Gunnell, who has over 20 years' experience in the PA market.  

The combination of the BHSF book, elements of Network's client base, and Chris's expertise, made it a logical step for BHSF to move to underwriting the business.  

The move was complex and would not have been possible without the support of reinsurance and third-party experts within the wider market, said Mr Maskell.

BHSF's intention is now to push forward with their PA book and seek a greater volume of new business.  

Asked about their target market, Sales and Marketing Director Brian Hall said: "Initially we will of course be talking to our own direct corporate clients about their voluntary benefits and flex provision as well as their group PA cover, but in a short time we envisage a number of affinity or white label partnerships plus intermediary partners and their clients."

Since the arrival at BHSF of Peter Maskell as chief executive in 1999 the organisation has gone through a number of step changes, acquiring two other health cash plan businesses and broadening its remit into both voluntary benefits and HR services.  

The move to underwrite PA is seen as a logical move as this is another area where BHSF feel their not-for-profit ethos gives them an edge in the market.