About us

Health insurance,
protection and
wellbeing expertise.

We inspire consumer confidence in health, protection and wellbeing products and services.

We are amii, the voice of intermediaries and insurer members promoting and advising on health insurance, protection and wellbeing services. And that’s to both individuals and companies. We operate under set of principles and rules through our Constitution and adhere to a Code of Ethics aimed at raising professional standards by continued and ongoing development. Always in the interests of the consumer. Whether they are individuals, small and medium-sized enterprises or large corporate organisations. And we commit to providing relevant information to enhance and support the public’s knowledge and understanding of health and wellbeing matters. As well as delivering trusted expert advice.​

We began life in 1998 as a trade association for independent medical insurance advisers in the UK. But that was just the beginning.

We have more than 135 Intermediary, Health & Wellbeing and Insurer  members. They provide advice on private medical insurance, health cash plans, group risk and protection products and general health and wellbeing matters. Including occupational health services and employee assistance programmes. In addition, we promote and maintain high standards of professional and ethical conduct among our members. So, all amii members are authorised and regulated by either the Prudential Regulatory Authority (PRA) or Financial Conduct Authority (FCA) to sell general insurance products. So, if you, your family or your business are seeking independent advice on health insurance products why not use our find an expert service.

Meet the amii Executive Committee.

Our amii executive committee is made of up a wide range of experienced and deeply knowledgable individuals. And they work together to set the direction of our organisation. Always ensuring we remain relevant and innovative.

Dave Middleton


Dave was CEO of Employment Benefit Consultancy, Portus, until the sale to Aon in 2017, Following the successful sale he integrated both clients and colleagues into Aon. During his time at Portus he sat on the committees of both GRiD and amii, the former as Chair of the 'Raising the Profile' committee. And, during his Chairmanship, developed the GRiD training academy, which is still going strong. Dave is currently Managing Director of International Employee Benefits consultants BAS.

Paul Swanson


Paul Swanson has worked in the Private Health Insurance sector for over 30 years. Because he has worked for an insurer and is now an advisor, Paul is ideally suited to support AMII and its membership. Both in the future development of the industry, and by raising professional standards. As well as adhering to and ensuring good practice. Paul sits on a number of insurer Advisory Boards in the PMI & Health Cash Plan markets.

Claire Ginnelly

Vice Chairperson

Claire has worked in the industry since 1991. She has worked for large insurance companies managing the distribution of health insurance products through intermediaries. She has held senior positions within Standard Life Healthcare and Groupama Healthcare. In 2013, Claire joined Premier Choice Group and was appointed Managing Director of the Group in July 2015, Claire now works as a freelance Health and Wellbeing Professional providing consulting services to insurers and health and wellbeing companies.

Tina Jennings

General Secretary

Tina has previously worked as Managing Director at the Towergate Insurance health and protection business and Executive Director & Global Practice Leader at the Howden Insurance Group employee benefits and wellbeing business. She has also worked as an advisory board member for Truthsayers, a people analytics business that developed the first employer focused Neurotech solution and as Chief Commercial Officer for the life stage health technology business Syrona Health.

Isaac Feiner

Executive Committee

Isaac Feiner founded Lifepoint Healthcare Ltd in 2011. He is a specialist intermediary in the Health Insurance industry. He advises consumers and SME business clients on the complexities of the private health insurance market. Isaac has been Highly Commended in numerous industry awards. In addition, he is a published author having recently written a book called ‘An Essential Guide to Health Insurance for Companies’.

David Hughes

Executive Committee

David joined the Private Health Market and Aviva in 2004. Following 14 successful years working as a Senior Manager within the utility retail industry, Over this time, David has led the distribution of health related products and services specifically focussed on the consumer and SME markets. He has worked closely with amii and its members during his tenure at Aviva, fulfilling the role as a provider representative on the various committees and steering groups.

Guy Jones

Executive Committee

Guy began in Healthcare in 1988 with Private Patients Plan (now AXA PPP). In 1994 he moved to PPP’s International business. In 1996 he set up Rossborough Healthcare International Limited in Guernsey & Jersey. Thereby becoming the first broker based in the Islands. Guy left The Channel Islands in 2002 and purchased Berwick Devoil Healthcare Limited. BDHL now manages Healthcare for clients throughout the UK, Channel Islands and around the world.

Liam Kennedy

Executive Committee

Liam is the Director of Key Accounts for Vitality. He is responsible for the development of the specialist health intermediary distribution channel for consumer and SME business. Liam has over 25 years’ experience, primarily in distribution management. Liam has also worked on a number of initiatives to support the industry. These include the amii Transfer of Personal Data & Underwriting initiative. Thereby streamlining the underwriting process for advisers.

Iain McMillian

Executive Committee

Iain is Director of Distribution at BUPA UK Insurance, the UK's largest health insurer. He has worked in the health insurance market since 1995, carrying out several sales, marketing and distribution roles at major insurers such as Standard Life Healthcare and AXA PPP healthcare. Iain also spent a number of years as Managing Director of The Health Insurance Group, one of the UK's largest PMI intermediaries

Paul Moulton

Executive Committee

Paul has over 30 years of experience in the health insurance market. Most of this time has been spent at AXA Health, in a variety of senior roles within Distribution. All these roles involved working closely with intermediaries to ensure propositions and service remain relevant. In the face of ever-changing environment, regulatory change and evolving client needs.

Alan Mulligan

Executive Committee

Alan has worked in the insurance industry for the past 40 years. He has specialised in private medical insurance and employee benefits for the past 28 years. He has sat on industry advisory boards in the PMI & Cash Plan markets, shaping the way forward in policy. Alan believes the market should be people-led. Thereby it needs to retain a personal, tailored service with professional values. Always offering the client a competitive edge whilst remaining relationship-based.

Wayne Pontin

Executive Committee

Wayne has over 40 years of industry experience. He's served on the Executive Committee of amii for over 4 years before being appointed Chairman and serving for, at the time, an unprecedented three-year period (2012 -2015). During that time he contributed to the development of IF7 and worked closely with the CII to get this introduced as an “industry standard” for PMI advisors. Wayne was awarded the “Lifetime Achievement Award” by Health Insurance Magazine in 2012.

Ian Sawyer

Executive Committee

Ian's career includes 32 years with A-Plan group, 20 years of spent as AFL Managing Director. Ian led AFL through 20 years of growth, taking the team from 7 people to 120. He holds the CII Diploma in Financial Services, is Cemap Qualified and holds the IOD Certificate in Company Directorship. Ian works with industry bodies including the Protect Association, IPTF and is a founder and board member of the PDG (Protection Distributors Group) focused on improving consumer outcomes in protection (Life, CI and IP).

Karen Woodley

Executive Committee

Karen joined The Exeter in 2015 as Head of Sales, playing a central role in driving growth within the protection and health insurance markets. In 2022 she became Head of Healthcare Distribution, allowing her to focus solely on The Exeter’s strategic ambition to grow healthcare sales. A highly driven and engaging leader, Karen is a key spokesperson for The Exeter, promoting the need for, and benefits of, health insurance within the market whilst also building collaborative intermediary relationships to deliver exceptional customer outcomes.

The key events in the history of amii.

July 5
amii is launched

The Association of Medical Insurers and Intermediaries (amii) was established in 1998 as a trade association for independent medical insurance advisers in the UK

Launch of the General Insurance Standards Council (GISC)

We were one of the first trade associations to insist that all our members were also members of GISC. Even though this was a non-statutory regulator of insurers and intermediaries. amii worked closely with GISC on establishing compliance procedures for specialist health insurance intermediaries.

amii holds its first Exhibition and Conference

And we're pleased to say it has now become established as an annual event for everyone involved in the health insurance and wellbeing industry.

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Launch of the Financial Services Authority (FSA), bringing in statutory regulation of all financial services firms

amii successfully lobbied to ensure that private medical insurance was not categorised as a high risk product for regulatory purposes.

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Introduction of the amii Members Code of Ethics and Conduct

This sets out the principles which all our members should follow in the course of their professional duties.

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Launch of IF7: Healthcare Insurance Products course and examination

We worked closely with the Chartered Insurance Institute (CII) to launch and promote this examination which is specifically tailored to those working in the health insurance sector.

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The Chartered Insurance Institute launches a new accreditation: Cert CII (Health & Protection)

We provide successful consultation for this to happen. So advisers had the ability to demonstrate that they have specialist technical expertise in the area of health and protection.

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Our members vote to change our constitution

Thereby allowing health insurers and health cash plan providers to join as Corporate Members.

March 30
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The Financial Conduct Authority (FCA) is launched

The FCA replaces the FSA as the statutory regulator for financial services firms.

March 30
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We change our name

The Association changes its name to The Association of Medical Insurers and Intermediaries. Or amii for short. Thereby reflecting our broader approach.

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1,000 up

The 1,000th individual passes the amii/CII IF7 Healthcare Insurance Products examination, since its launch.

So, why use an amii member?


Leading the market

By contacting amii and its members, you can be confident. Because you will be dealing with one of the leading organisations in the health and wellbeing industry.


Complete independence

Our members are independent and impartial. So, they are not tied to any one insurer or provider, and will take the hard work out of researching the market for you


Always authorised

Our members are authorised by the Financial Conduct Authority (FCA). So, this ensures they are competent and regulated in accordance with UK law. Therefore, you can be sure you are dealing with the very best professionals.


Exclusive products

We work closely with a broad range of providers. So, we offer competitive premiums and products. Some of which may not be available direct from the insurers.


Doing the hard work for you

It can be difficult comparing one product with the next. Especially with so many available in the market. But our experts are committed to finding the right policy. Whether it is just for you, you and your family, or your company and its employees.

Always working. Always raising standards.

Parliamentary and regulatory lobbying is part of our remit. Because we act in the interests of consumers, intermediaries and insurers. So, we work with numerous industry bodies through the activity of the Executive Chair, Executive Committee and General Secretary. We advise those making policy decisions which relate to our industry. These include:

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We commit to raising professional standards across the industry through qualifications. So we have previously contributed, for example, towards the CII Cert CII and Dip CII programmes. Because these are industry recognised training and qualification programmes for specialist health insurance intermediaries and Insurers.

Membership provides access to a wide range of benefits. All free of charge.

The amii website

We are regularly contacted by consumers and businesses for advice. Whilst we do not consider the Association to be a lead generation organisation, Intermediary Member firms are able to include personalised information regarding their firm in the “Find-An-Expert” and “Ask-An-Expert” search features of the amii website. Thereby potentially generating sales leads for your business.

Detailed and regular regulatory updates

UKGI, our compliance partner, is a market-leading compliance consultancy that supports raising conduct risk and professional standards at all experience levels. They act as a trusted and professional partner to amii in helping our members use compliance as an enabler, not a blocker.  

They provide regulatory updates through our newsletters and compliance bulletins, including ad-hoc news on the latest developments. In addition, they provide half-yearly updates at our conferences and events. 

Members are able to speak to UKGI about any problems or issues they may have, free of charge, as many times as they require each year.

However, in the event they require more detailed support, this can be provided by UKGI Limited at an additional cost. 

Business Support Services via Quest

Members of amii have access to a dedicated telephone advice line for help and queries on HR, Tax, Legal, Health & Safety and much more. In addition, members also receive an individual log in for the Quest portal with 750+ free downloadable document templates which you can use as required.

Professional indemnity cover

We have two member Professional Indemnity Providers who understand the Health & Wellbeing PI risk. They would delighted to discuss members’ PI cover with them to make sure you get the best cover at the most competitive price.

ArchAngel Software

amii members have access to an exclusive discount for the  ArchAngel Software which is  a bespoke service specifically designed to support health & protection insurance intermediaries. It will track, manage and administer policy renewals, monitor workflow and allow you to customise templates to suit you. 

DELL Technologies

amii members have access to an exclusive up to 20% discount off laptops, desktops, monitors, and accessories. All this and additional discounts during their promotional periods along with access to their highly trained Small Business Technology Advisors to help amii members with free advice to grow their business how can you go wrong! This offer also has the added bonus of extending to your family and employees! 

Our events programme

We normally run two formal conference events each year. Our Autumn Health & Wellbeing Summit, and our Spring Health & Wellbeing Summit incorporating AGM. These are usually one day events in London and the Midlands that include topical presentations and features on emerging healthcare matters. Here, presentations are delivered by industry and commercial expert speakers.

In addition, we run regular education Webinar events to support members on a range of topics that are aimed at supporting you with your business. 

These events are an excellent opportunity for members to network with like-minded intermediaries. As well as offering the chance to discuss latest industry issues with our provider partners. And most of these events are free of charge to members, or heavily subsidised.

And that's just the tip of the iceberg. Because we offer much, much more.

There many more benefits to joining our organisation. To find out about these, our fees and the expectation we have of members, visit our why join amii page by following the link below.

Our corporate members.

We are proud and privileged to count many of the leading health insurers and product providers as corporate members. And, if you’d like to be a part of our journey, then we’d be thrilled to hear from you.

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