Followers of fashion can be labelled as either high street or tailor-made. Insurance is much the same: high street customers are mostly price driven and constantly on the lookout for a bargain. Moving provider year on year, these transactional customers snap up policies that generally fit their profile but might be slightly loose in the leg or long in the arm.

Tailor-made is for a very different type of customer. Their modus operandi is to go in for a private fitting at the provider of their

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