Zurich plans to introduce is a new service that will allow customers to apply directly for protection coverage from the insurer via price comparison websites.
Richard Sadler, head of retail protection propositions at Zurich, explained the service has been optimised to work on desktops, tablets and mobile devices.
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The new development will be launched in December. It is targeted at the customers who wish to purchase life insurance through price comparison websites.
Commenting on the target market for the service, Sadler said: "In our research we found that consumers are becoming increasingly comfortable purchasing life insurance online, and we want to be able to help them facilitate these purchases."
Currently, Sadler explained that Zurich primarily offers protection through financial advisers and other intermediaries.
Zurich does appear on consumer price comparison websites, such as Moneysupermarket.com. However, it is not currently possible for customers to purchase a policy directly from Zurich. Instead, they have to phone the price comparison site to complete the sale.
Sadler said: "We want to make it easier for customers to purchase protection from us, and make it available from as wide a range of sources as we can."
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