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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.

Find an expert

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

Chairperson

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.

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.

Liam Kennedy

Vice Chairperson

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.

Paul Swanson

Treasurer

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.

Jordan Ayrey

Executive Committee

Jordan is currently SME Distribution Director at AXA Health after joining them in November 2025, leading their new business and retention teams for both intermediary and direct distribution. Jordan has over a decade of experience in the health insurance industry, leading team across Consumer and SME distribution.

Robert Bain

Executive Committee

Robert Bain currently leads Bupa's intermediary distribution function for Bupa UK Insurance.  He has 24 years experience with Bupa, previously running Bupa’s Corporate client management teams, his current role spans across all segments and functions in the UK and is accountable for developing Bupa's intermediary partnerships.

Paula Coffey

Executive Committee

Paula began her career as a registered general nurse and is now Director of Claims, Rehabilitation, and Medical Services at Unum UK. With over 20 years of experience in the insurance and healthcare sectors, Paula has held senior positions at Bupa, Canada Life, UnumProvident, and Cardif Pinnacle (BNP Paribas). Before joining Unum UK, Paula also worked in a consultancy role within the NHS, continuing to maintain a strong interest in the evolving healthcare landscape. As a recognised thought leader, Paula regularly speaks at industry conferences and contributes to publications.

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.

Anders Lewis

Executive Committee

Anders started his career in 2001 at a small independent intermediary, United Medical Services Ltd leading the SME and Retail teams. Through two acquisition's (Oval Group in 2008 and Gallagher in 2014) he continued to work mainly in the SME healthcare sectors, focusing on building long standing relationships with key clients. In 2018 he joined Benefex to build large corporate and client technology experience, then moving onto Brunel Employee Benefits as Managing Director in 2019. Most recently he re-joined Gallagher in 2022, and currently leads a multidisciplinary team across Large Corporate Healthcare, Risk, DC Pension and Client Technology.

Lucy Pearce

Executive Committee

Lucy has almost 20 years industry experience. She joined the board of Directors at advo in 2020 and became a shareholding Director in 2023. Following the acquisition of advo group in July 2024, joined Premier Choice Group (Now Brown & Brown Health and Employee Benefits) as Commercial Director. Her role includes insurer relationships, management of AR’s and strategic oversight of the cross-referral program between General Insurance and Health and Employee Benefits. Passionate about the industry, she regularly partakes in round table discussions and insurer advisory panels to discuss and shape the future of products and services.

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.

1998
July 5
Introduced
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

2001
Expanded
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.

2004
Expanded
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.

2005
Sub Label
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.

2006
Sub Label
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.

2010
Sub Label
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.

2012
Sub Label
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.

2013
Sub Label
Our members vote to change our constitution

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

March 30
Sub Label
The Financial Conduct Authority (FCA) is launched

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

March 30
Sub Label
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.

2014
Sub Label
1,000 up

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

2020
Sub Label
Driving Data Collaboration

In 2020, amii led the insurer SME data transfer initiative, bringing insurers together to improve the way data is shared across the SME market.

2022
Sub Label
Expanding Digital Engagement

In 2022, we launched a quarterly newsletter, alongside a programme of podcasts and webinars. These channels created new ways to share insight, support members and encourage discussion around key industry topics.

2023
Sub Label
Transforming the Digital Experience

In 2023, we introduced a brand-new website, including an exclusive member-only area. This created a dedicated space for members to access resources, updates, events and bespoke content tailored to their needs.

2025
Sub Label
Leading the Mental Health Conversation

In 2025, amii held the first joint Mental Health roundtable with JAAQ, bringing together industry leaders to explore challenges, share insight and begin shaping a collaborative approach to workplace mental health.

2026
Sub Label
Launching the amii academy

In 2026, we will launch the amii academy, creating a new platform for learning and development designed to support members with training, knowledge-sharing and professional growth.

So, why use an amii member?

1.

Leading the market

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

2.

Complete independence

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

3.

Exclusive products

Our members work closely with a broad range of providers offering competitive premiums and products. Some of which may not be available directly from the insurers.

4.

Always authorised

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

5.

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. Click the logo’s below to find out more about the industry bodies we work with. 

Protect Association Logo

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.

01

SALES OPPORTUNITIES.
Through exclusive partnerships with Which, Money Saving Expert, and others, amii is a trusted source for consumer and business advice. Whilst we are not a lead generation organisation, members can personalise their “Find-An-Expert” and “Ask-An-Expert” listings, helping them stand out and attract new leads.

02

UNPARALLELED COMPLIANCE SUPPORT.
UKGI, our market-leading compliance partner, helps raise standards and manage conduct risk at every level. They make compliance an enabler, not a barrier, by offering practical guidance and regular updates through newsletters, bulletins, and event briefings. Members can contact UKGI at any time for free advice, with additional tailored support available at preferential rates.

03

BUSINESS SUPPORT SERVICES.
Through our partnership with Quest, members of amii have access to a dedicated telephone advice line for support with HR, Tax, Legal, Health & Safety, and more. In addition, members receive an individual login for the Quest portal, which includes over 750 free, downloadable document templates ready to use whenever needed.

04

EVENTS THAT CONNECT AND INFORM.
We host two major conferences each year — the Spring and Autumn Health & Wellbeing Summits. Both feature expert speakers and deliver insights on emerging healthcare issues. Alongside these, we run regular training events such as An Introduction to Healthcare for new entrants. Our events provide valuable learning opportunities, networking, and industry discussions with peers and providers — and most are free to attend.

05

PROFESSIONAL INDEMNITY COVER.
We have two members who are Professional Indemnity (PI) providers: Spencer Hayes Group and Howdens. They would be delighted to discuss members’ PI cover to ensure you get the best protection at the most competitive price.

06

EXCLUSIVE BUSINESS DISCOUNTS.
Enjoy valuable savings from trusted partners. Receive 15% off ArchAngel Software, designed for health and protection insurance intermediaries to manage renewals, workflows, and templates. Access up to 20% off Dell Technologies products, plus extra promotional discounts and free expert advice. Dell’s offer extends to members’ families and employees, adding even more value.

07

THE AMII TRAINING ACADEMY.
Our Academy will set industry-wide professional standards, improve customer service, and reduce business risks. It ensures compliance with IDD and Treating Customers Fairly, while supporting qualifications like IF7. With clear learning pathways and professional development opportunities, it helps you attract, develop, and retain skilled teams to deliver exceptional client service.

08

BENEFIT COMPARISON TOOL.
We’re developing an SME benefit comparison tool to help you present clear, side-by-side comparisons for clients. This easy-to-use resource will support informed decision-making, strengthen your conversations, and showcase the value of your advice.

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.

benenden health logo
Become a corporate member