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Cambridge, UK, 4th November 2009 – Deyton Bell, the business development experts based in Cambridge are delighted to announce its appointment by CPP Group Plc (CPP) to help it develop new market opportunities for its innovative portfolio of Life Assistance products.

CPP pioneered the Life Assistance sector and today provides market-leading products to over 200 blue-chip business partners worldwide. Handling over 16 million sales and service conversations every year, CPP helps their mutual customers cope with some of the anxieties associated with modern life including card and identity fraud and mobile phone loss.

Wanting to move beyond financial services and open up new channels and sectors for growth, CPP approached Deyton Bell to support its entry into new market sectors with the provision of non-regulated Life Assistance products including identity fraud assistance.

Under the arrangement, Deyton Bell will develop market opportunities for CPP across core products areas and build commercial relationships with selected organisations across the affinity and employee benefits market providing access to CPP’s products and services.

Commenting on the announcement, Tim Haig, UK Sales Director at CPP,said: “It has never been more important for individuals to take steps to look after their identities and reduce the risk of identity fraud. In the first nine months of 2009, over 51,000 people had their identities stolen causing distress and huge inconvenience for those affected.

“Our new products provide valuable help in this key area and we are delighted to be working with Deyton Bell, who we see as specialists in business development, to help us enter new markets with our core assistance products and services.”

Deyton Bell Managing Director, Chris Parkhouse said: “We are excited about working on this major initiative with CPP who have recognised our expertise in business development. We have been preparing for this launch for some time and are delighted to be leading market development in the employee and affinity sector for CPP. Organisations interested in exploring how they can make CPP’s new products available to their employees and members should contact us right away.”