Health Hub has officially rebranded to FormStart.
The move coincides with the nationwide rollout of new embedded artificial intelligence tools designed to help advisers move faster from client enquiry to placed business.
The firm said its new brand name reflects how the platform has grown beyond health data collection alone, with FormStart now positioned as the starting point of the protection advice journey, helping advisers ‘start with better data’.
The move aims to directly address two of the protection sector’s most persistent operational challenges: the administrative time advisers spend gathering sensitive health disclosures, and the heavy volume of manual pre-sales queries currently overwhelming underwriter helpdesks.
FormStart builds on the firm’s established intake software, allowing advisers to capture in-depth client health, medical history and lifestyle data through customised, firm-branded web pages prior to initial advice calls.
Instead of a lengthy fact-find call, or the risk of missing a key piece of information, advisers receive a full, structured set of client disclosures upfront, along with a clear record for compliance purposes.
The new release introduces dual-layer AI tools integrated directly into the adviser dashboard at no additional cost. The upgraded technology automatically triages submitted client health profiles, mapping the data against UK underwriter criteria to provide immediate, indicative guidance for client cases. Advisers can also make use of an interactive conversational assistant within the dashboard to query complex medical conditions, BMI thresholds, and other lifestyle risk factors during case preparation.
FormStart is designed to support the FCA-registered adviser’s own advice process, not replace it, but by surfacing indicative guidance up front, the platform helps to reduce unnecessary pre-sales calls to underwriter technical teams and accelerates time-to-quote.
Dale North, co-founder of FormStart, said: “When we launched our platform, our focus was simply on removing the pain of lengthy client data-gathering calls. As the platform grew, it became clear that the next major friction point for advisers was making sense of the health and lifestyle data returned by clients.
“Rebranding to FormStart marks our shift from a simple intake tool to a protection intelligence platform. By providing instant criteria research alongside detailed client disclosures, we are giving advisers the clarity they need to place business faster, while helping underwriter helpdesks by ensuring queries arriving at their desks are far better qualified.”
Nick Wood, director at Independent Mortgage Advice Bureau, added: “Gathering thorough health data up front has always been vital for compliance and accurate quoting, but cross-referencing niche medical histories against multiple underwriter guides used to swallow hours of our week.
“Having automated triage and criteria search built straight into our client intake workflow has completely transformed our prep process. It allows us to give clients far more accurate expectations right at the start of the journey.”
The updated platform and AI suite are now fully live and available to independent advisers, protection firms, and existing Health Hub users nationwide.
