The Exeter will enhance its impaired lives cover in November to cater for higher risk customers.
The plan is to start covering for type 1 diabetes and cancers, as well as catering for people with a higher BMI.
It launched its Managed Life proposition in April, which was aimed primarily at people with type 2 diabetes and a high BMI.
Steve Bryan (pictured), director of distribution and marketing, said: “Recent developments in the impaired lives market have left a hole which advisers may have struggled to fill.
“For clients who are unable to get cover with mainstream protection insurers, advisers may have been forced to compromise on the cover they can offer.
“This is a natural extension for The Exeter and our recently launched Managed Life plan.
“Building further on its success will ensure that quality, affordable life cover is available to additional segments of the population who have a real need, but were at risk of being underserved by the market.”
For conditions that can be improved through lifestyle changes The Exeter sets goals and offers better premiums in a similar model to VitalityLife.