amii Association of Medical Insurers and Intermediaries

What amii Association of Medical Insurers and Intermediaries does

amii (the Association of Medical Insurers and Intermediaries) is a UK trade association founded in 1998 that represents independent intermediaries, health insurers, and product providers operating in the private medical insurance, health cash plan, group risk, and wellbeing product market. Headquartered at a Petersfield correspondence address, the association operates with no publicly disclosed headcount and runs on a member-funded model with two primary membership streams: intermediary membership (priced across four Annual Premium Income bands from £300+VAT to £1,100+VAT, plus a £150 application fee) and corporate membership (Gold at £5,000+VAT and Platinum at £10,000+VAT annually for insurer and product provider members). At its 2026 AGM the association reported 135+ members, 39% year-on-year income growth, and net assets of £286,920.

The association's core service suite centers on the amii Academy — a Totara-based learning management system launched in June 2026 delivering 9 CPD-accredited modules, 15 hours of CPD, and certification aligned to the 8 Insurance Distribution Directive (IDD) competencies — alongside the Find-An-Expert consumer-facing directory (120+ vetted intermediaries), UKGI-led compliance support, Quest business advisory (HR, Tax, Legal, Health & Safety plus 750+ document templates), and Professional Indemnity access via Spencer Hayes Group and Howdens. Distribution and demand generation are driven by two annual Health & Wellbeing Summits (Spring and Autumn, offering CPD hours and structured formats including Connect 4 networking and Six in Sixty panels), the Talking Health & Wellbeing Podcast (18+ episodes), quarterly newsletters, and exclusive GTM partnerships with Which and Money Saving Expert that route consumer enquiries into the Find-An-Expert directory. Corporate members gain branding, stand priority, webinar delivery slots, podcast appearances, and email campaign allocations scaled by tier, while intermediary members gain directory listings, compliance support, CPD tracking, and access to insurer training academies.

amii is governed by an elected Executive Committee (currently chaired by Dave Middleton, with Tina Jennings as General Secretary and Karen Woodley as Treasurer, following the 2026 AGM transition from Paul Swanson's treasurership) representing both insurer-side members (Aviva, AXA Health, Bupa, Vitality, Unum, Benenden Health, The Exeter, Freedom Health, Denis Global, Equipsme) and intermediary-side members (Lifepoint Healthcare, Howha PMI, Brown & Brown Health and Employee Benefits, Howden). The association enforces a Code of Ethics and FCA-authorised intermediary requirement on all members, and operates as the only UK trade body specifically scoped to the health and wellbeing intermediary-insurer interface.

Name

amii Association of Medical Insurers and Intermediaries

Legal name

The Association of Medical Insurers and Intermediaries

Website

https://amii.org.uk

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

amii is the UK trade association (founded 1998) for health and wellbeing insurance intermediaries, insurers, and product providers, offering membership, CPD-accredited training via the amii Academy (Totara LMS), compliance support, and the Find-An-Expert consumer referral directory to 135+ members.

Ownership category

akta.pro rank

Headquarters

HQ city

Petersfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Intermediary Membership Fees: Annual membership fees charged to intermediary members, tiered by Annual Premium Income (API). Four bands: Under £2M API (£300–£350+VAT), £2–5M API (£500–£600+VAT), £5–10M API (£700–£850+VAT), Above £10M API (£1,100–£1,300+VAT). An application fee of £150 is charged separately.
2. Corporate Membership Fees: Annual fees charged to insurer and product provider members at two tiers: Gold Membership at £5,000+VAT per year and Platinum Membership at £10,000+VAT per year. Both tiers include website branding, event stand bookings, webinar delivery slots, email campaign allocations, and newsletter article slots, with Platinum offering double stand space and additional allocations.
3. Academy License Fees: Complimentary licence allocations based on membership tier (1–6 seats for members, with Platinum receiving 6). Additional licenses are priced at £120+VAT per licence per annum for members and £150+VAT for non-members.
4. Event Fees: Revenue from major conferences and events. Both Spring and Autumn Health & Wellbeing Summits are held annually. Most events are free to members, but delegate fees may apply for certain programmes. The 2026 Summer Summit offered 5 CPD hours.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

amii is a UK trade association that provides membership services to health and wellbeing insurance intermediaries, insurers, and product providers. Its core offerings include tiered intermediary and corporate membership subscriptions, a CPD-accredited learning management system (the amii Academy built on Totara), a consumer-facing Find-An-Expert referral directory, compliance and business support services, and annual industry Summits. The association also provides regulatory lobbying and convenes cross-industry networking through its Executive Committee and Provider Focus Group.

Product overview

amii (Association of Medical Insurers and Intermediaries) is a UK trade association representing health and wellbeing intermediaries, insurers, and product providers. It is not a technology product company but a membership organisation offering a suite of services to its members. The core member-facing offerings are organised around the amii Academy (a Totara-based learning management system delivering CPD-accredited certification across 9 modules and 15 hours of CPD aligned to IDD competency requirements), the Find-An-Expert referral directory (enabling members to personalise expert profiles to attract consumer and business leads), the Knowledge Centre (a content hub combining the Talking Health & Wellbeing Podcast, member newsletters, Q&A resources, and a health insurance glossary), and the SME Benefit Comparison Tool (under development). Member support services include UKGI compliance advisory, Quest business support (HR, Tax, Legal, Health & Safety advice line with 750+ document templates), and Professional Indemnity insurance guidance via Spencer Hayes Group and Howdens. The Customer Authorisation Form provides a standardised single-page PDF accepted by 13 leading insurers. Corporate membership is offered in two tiers (Gold at £5,000 + VAT and Platinum at £10,000 + VAT annually), providing branding, event, webinar, and campaign access. Intermediary membership is structured across four API-based pricing bands (from £300 to £1,100 + VAT annually). The association also hosts two major annual Health & Wellbeing Summits (Spring and Autumn) and runs regular training events and webinars.

Differentiator

Problem solved

Functional benefit

Products and services

• amii Academy A purpose-built learning management system (LMS) for amii members delivering CPD-accredited certification programmes across 9 modules and 15 hours of CPD aligned with 8 Insurance Distribution Directive (IDD) competencies. Built on the Totara platform, it provides interactive scenario-based courses, automated progress tracking, and compliance logging for T&C requirements.
• Find-An-Expert Directory A public-facing expert directory enabling consumers and businesses to locate vetted, FCA-authorised amii member intermediaries across the UK. Members personalise their profiles to attract leads. Search is filterable by location, business size (personal, 3-99 employees, 100+ employees), and insurance product type. The directory is promoted through partnerships with Which and Money Saving Expert.
• Intermediary Membership Annual intermediary membership priced by Annual Premium Income band: Under £2M API at £300+VAT; £2-5M API at £500+VAT; £5-10M API at £700+VAT; Above £10M API at £1,100+VAT (plus £150 application fee). Includes access to Find-An-Expert and Ask-An-Expert listings, compliance support, events, Academy access, and professional development.
• Gold Corporate Membership Annual corporate membership tier at £5,000+VAT (2026/27). Includes logo placement on amii website, priority single stand booking at Autumn and Spring Summits, ability to deliver one exclusive webinar, one podcast appearance, up to two branded email campaigns, and unlimited delegate registrations to digital events.
• Platinum Corporate Membership Premium annual corporate membership tier at £10,000+VAT (2026/27). Includes all Gold benefits with upgrades: double stand space priority, two exclusive webinars, two podcast appearances, up to four branded email campaigns, and ability to promote two intermediary events as co-branded campaigns.
• UKGI Compliance Support Compliance advisory service provided through amii's partnership with UKGI. Offers free compliance advice to members, regular regulatory updates via newsletters, bulletins, and event briefings. Additional tailored support available at preferential rates. Covers FCA regulatory developments, Consumer Duty guidance, and conduct risk management.
• Quest Business Support Business support service via partnership with Quest. Provides amii members with a dedicated telephone advice line covering HR, Tax, Legal, Health & Safety, and related topics. Includes individual portal login with over 750 free downloadable document templates for immediate business use.
• Professional Indemnity Cover Access PI insurance advisory service facilitated through amii's panel providers (Spencer Hayes Group and Howdens). Members receive guidance on PI cover to obtain competitive pricing and appropriate protection. Covers legal costs, defence expenses, and compensation awarded.
• Health & Wellbeing Summits Two major annual conferences: the Spring Health & Wellbeing Summit and the Autumn Health & Wellbeing Summit. Features expert speakers, insurer exhibitions, CPD hours, Six in Sixty rapid-fire sessions, and Connect 4 structured networking. Most events are free to members; the 2026 Summer Summit at the National Conference Centre, Solihull, offered 5 CPD hours.
• Academy Additional Licences Additional learning licences for the amii Academy priced at £120+VAT per licence per annum for members and £150+VAT for non-members. Complimentary licences are allocated based on membership tier (1-6 seats depending on tier).

Quantifiable outcome

• Income up 39% year on year; net assets of £286,920 (2026 AGM)
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature1 record

Partnerships

Ten partnerships are on record, tiered core and minor.

• WhichcoreGTM or Marketing Partner · 1 January 2026Exclusive partnership with Which (consumer organisation) positions amii members as trusted advisers in Which's consumer advice content, generating referral leads for member intermediaries through the Find-An-Expert directory.
• Money Saving ExpertcoreGTM or Marketing Partner · 1 January 2026Exclusive partnership with Money Saving Expert drives consumer and business enquiries to the amii Find-An-Expert directory, providing member intermediaries with a steady stream of lead opportunities from a well-known personal finance platform.
• UKGI (UKGI Learning Solutions)coreStrategic or Co-development Partner · 1 January 2026UKGI is amii's market-leading compliance partner, providing free compliance advice to members and tailored support at preferential rates. UKGI delivers regulatory updates through newsletters, bulletins, and event briefings. UKGI Learning Solutions manages the amii Academy onboarding and licence allocation process.
• QuestminorStrategic or Co-development Partner · 1 January 2026Members receive access to Quest's telephone advice line covering HR, Tax, Legal, Health & Safety, and more. Members also receive an individual login for the Quest portal with over 750 free, downloadable document templates.
• Spencer Hayes GroupminorStrategic or Co-development Partner · 1 January 2026One of two PI insurance providers available to amii members. Provides professional indemnity cover for legal costs and expenses in defending claims and any compensation awarded.
• HowdensminorStrategic or Co-development Partner · 1 January 2026One of two PI insurance providers available to amii members. Offers competitive PI cover options for intermediary members.
• ArchAngel SoftwareminorOthers · 1 January 2026Software platform for health and protection insurance intermediaries to manage renewals, workflows, and templates. amii members receive 15% discount on ArchAngel Software.
• Dell TechnologiesminorOthers · 1 January 2026amii members receive up to 20% off Dell Technologies products plus extra promotional discounts and free expert advice. The offer extends to members' families and employees.
• TotaracoreTechnology or Integration · 1 January 2026The amii Academy is built on the Totara professional learning management system, used across regulated industries. Totara provides the platform infrastructure for CPD-accredited courses, module tracking, and certification management.
• Denis GlobalminorStrategic or Co-development Partner · 1 October 2025Denis Global joined amii as a corporate member in 2025. The company specialises in dynamic third-party administration (TPA) solutions via its proprietary SaaS platform Taya, serving insurers, MGAs, brokers, and employee benefits providers. Denis Global's AI-powered development process writes new code autonomously within a secure offline environment.

Scale indicators6 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Group Risk Industries (GRiD): UK trade association specifically for the group risk insurance industry. Closely comparable as a sector-specialised trade body in adjacent employee benefits territory; amii's Executive Chair Dave Middleton previously chaired GRiD and developed its training academy.
• British Insurance Brokers' Association (BIBA): UK trade association representing insurance brokers and intermediaries. Directly comparable to amii as the dominant general-insurance intermediary trade body; amii operates as the health/wellbeing-specialised equivalent within BIBA's broader remit.
• Chartered Insurance Institute (CII): UK professional body for insurance and financial services, with whom amii co-launched the IF7 Healthcare Insurance Products qualification. Comparable as the standards-setting and certification body serving the same intermediary population amii represents.
• Protection Distributors Group (PDG): UK group for protection insurance distributors, founded by amii Executive Committee member Ian Sawyer. Comparable as a focused trade/representation body in adjacent protection distribution, sharing similar membership and event formats.

Broad incumbents

• Association of British Insurers (ABI): UK trade association representing insurers (amii's corporate members). Comparable as the incumbent body for the same industry value chain but serving the insurer side; broader and better-resourced than amii, and an alternative convening forum for many of amii's corporate members.
• Personal Finance Society (PFS): UK professional membership body for personal finance professionals, part of the CII group. Comparable as a standards and membership organisation for advisers overlapping with amii's intermediary base, but with a broader financial-planning remit rather than health-specific focus.
• Life Insurance Marketing & Research Association (LIMRA): Global insurance industry research and association organisation with comparable membership, training and standards-setting functions. Comparable as a much larger, US-rooted peer operating across life and health insurance with similar membership and education models to amii.

Regional players

• Council of Insurance Agents & Brokers (CIAB): US-based trade association for commercial insurance brokers and agents. Comparable as a counterpart intermediary-representing trade body but operating in a different geography and primarily commercial-lines focused rather than UK health/wellbeing.
• Insurance Council of Australia (ICA): Australian insurance industry representative body. Comparable as a regional trade association serving insurers and intermediaries in a different market, illustrating amii's potential to scale its membership/trade-association model if it chose to internationalise.

Emerging players

• Coverholder & Delegated Authority Association (CDAA): UK association focused on delegated authority and coverholder arrangements in insurance distribution. Comparable as a smaller, emerging UK insurance trade body operating with a similar membership-based model in a specific distribution niche.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/amii-association-of-medical-insurers-and-intermediaries

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

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M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about amii Association of Medical Insurers and Intermediaries