Independent Healthcare Solutions (IHCS) is asking Financial Planners to consider if a client's health should be part of the financial plan.
The firm, which is a corporate sponsor of the Institute of Financial Planning, highlights private medical insurance as an area where Financial Planners could be involved.
Many people have medical insurance but have usually bought it using a general broker or online, not via a financial adviser.
Jim Jackson said many Financial Planners currently shy away from health as they find it confusing and risky.
He said: "Private medical insurance can be very confusing, in particular the underwriting terms and the comparision of benefits are a nightmare to all but the most prepared planners.
{desktop}{/desktop}{mobile}{/mobile}
"Then there is the compliance aspect and the risk that advice might not be right or your client finds a better policy at a lower premium."
However, he said, there was still an opportunity for firms to get involved in health without having to take these risks.
"Health offers a good commercial opportunity for planners and should be part of your ongoing planning process. It is clearly a relevant service, even if your client is just looking to make sure they are not paying over the odds with their current provider."

• Want to receive a free weekly summary of the best news stories from our website? Just go to home page and submit your name and email address. If you are already logged in you will need to log out to see the e-newsletter sign up. You can then log in again.