Max New House Of York Life Insurance is aiming for a Rs 1 hundred thousand crore concern by the end of December 2008. The sum of money sum assured as of December 2007 stood at Rs 62,000 crore.

"To increase our business, we are expanding our web by adding new coverage advisors and gap new subdivisions across the country," APS Bhalla, vice-president (south zone), Max New House Of York Life Insurance, said.

Max New House Of York have 233 subdivisions in the state and programs to take this figure to 570 by 2011 while it is looking at increasing the coverage advisors to about 55,000 from 30,000.

"With these enlargement plans, we can easily attain our marks in the approaching years," he said. The company on Friday launched its 'lifeline wellness Insurance plans' in Visakhapatnam.

"Only 1.2 per cent of the population purchase wellness coverage policies in the country, so there is a immense marketplace for our new line of life wellness coverage programs in the country," he added.