Friends Provident is launching a dedicated business unit with the objective of pushing its investment products to IFAs.
The unit will have its own sales force and sales support team specialising in unit and investment trusts.
The team will be led by head of national accounts and investment sales Mark Cracknell.
Friends Provident's director of IFA operations Rocco Sepe says: "We have had an impressive 64 per cent growth in our IFA new business sales in the first half of the year. But we do need to increase our presence in this specialist market.
"The new business unit has one simple focus, to develop business from intermediary investment specialists, including stockbrokers, discount brokers, investment banks and discretionary fund managers."