Market Harborough Building Society is launching a long term care product that will pay directly for the help and services policyholders need.
The society is predicting that proposals made by the Royal Commission will recommend that nursing costs should not be paid for by the Government.
It is also predicting that people will still need long term care cover because recommendations made by the Royal Commission will take at least two years to implement.
Chief executive Philip Dearing says: "The state is unlikely to fund anything but basic cover with little choice for the applicant. Our Well-Being Insurance provides a viable alternative which creates genuine choice of long term care facilities at competitive prices."