Insurer claims direct brand move will not alter its loyalty to brokers

Highway Insurance has launched a direct brand that will be made available through aggregator sites, Insurance Age can reveal.

The personal lines insurer will write business under the name Policies4Less, and will pilot its brand on Gocompare.com.

The initiative is being led by Chris Hill, managing director at Highway, who said the company had launched the pilot to look into alternative distribution.

"This is something that Highway has thought long and hard about; the broker's share of the market has

Only users who have a paid subscription or are part of a corporate subscription are able to print or copy content.

To access these options, along with all other subscription benefits, please contact [email protected].

You are currently unable to copy this content. Please contact [email protected] to find out more.

To continue reading...

You need to sign in to use this feature. If you don’t have an Insurance Age account, please register now.

Sign in
You are currently on corporate access.

To use this feature you will need an individual account. If you have one already please sign in.

Sign in.

Alternatively you can request an indvidual account here: