Fidelity Life and nib are partnering to offer advisers the ability to cross-sell and bundle their life and health products to clients.

The partnership was announced today but Fidelity Life chief executive Milton Jennings said it was something his company had been working on for some time.

“Advisers have been saying they don’t give us life business because we don’t have health.”

It is the first time two major players in the industry have combined forces in this way.

Jennings said Fidelity did not want to get into health insurance itself but if it linked up with a health insurer, it would be able to provide something that was good for advisers.

He said Fidelity had spoken to a number of health insurers to see if it could find a provider that would complement its life business.

Advisers can submit a life and health insurance application as one application for two policies. “From an adviser’s point of view, the more products you have with a client, they more loyal they’ll be,” Jennings said.

“If you can offer a solution and make it nice and simple and quick, advisers will go with it.”

nib has made its name recently offering “everyday” policies but also has a range of adviser-only products, Ultimate Health and Ultimate Health Max.

Chief executive Rob Hennin said the move was a win for consumers and gave advisers an unprecedented array of options.