More Than, the Royal & SunAlliance-owned insurance brand, is launching a car insurance product aimed at women. The product, More Than Women Drivers’ Insurance, will rival existing offerings such as the high profile Sheila’s Wheels brand.
The offer centres around a number of female-friendly benefits, such as priority roadside assistance, £300 of handbag cover and child car seat replacement following an accident. The insurer is working with high street retailers to offer a number of discounts and rewards. Other benefits include “female friendly” repairers, while roadside assistant agents will be kitted out with mobile phone locators and onboard child entertainment.
Product manager Jane Foster says the Women Drivers’ Insurance is “a solution shaped around modern women’s lives”. She adds: “We’ve extensively researched the needs of female drivers and found that women’s main concerns when thinking about car insurance are their safety, and that of their children, in the event of an accident or breakdown.”
The product can be purchased online or over the phone and is also available to men.