Bupa UK has appointed Steve Gates to the newly created role of director of dental insurance and cash plan.

In the role, Gates will lead the development and growth of Bupa’s dental insurance and cash plan businesses in the UK. This will include working with Bupa’s dental practice business Bupa Dental Care to develop the customer proposition.

Gates takes up his new position after 16 years as managing director at Denplan. He was also a member of the executive leadership team at Simplyhealth following its acquisition of Denplan in 2013.

He joins Bupa just after it acquired Oasis Dental Care, growing its portfolio to include more than 420 dental practices.

Alex Perry, chief executive Bupa UK Insurance said: “I’m delighted that Steve is joining us. His deep knowledge and experience in dental insurance and membership plans will be invaluable as we seek to build on an already strong market position in dental insurance, and make the most of our new dental provision business.”

Gates commented: “It’s an exciting time to be joining the UK's largest health insurer. I’ll be working closely with the wider insurance team to build on Bupa’s existing dental and cash plan propositions and capitalise on opportunities across the market.”