Former Tesco Compare chief Debra Williams will head up the new Covea-funded aggregator due to be launched next year.
The launch of the unnamed aggregator, reported in Insurance Times last week, could see it spend more than £30m on advertising to rival its competition.
It aims to grab market share from rivals Confused, Gocompare, Comparethemarket, and Moneysupermarket.
Williams said: "We will have the right pricing strategies, an excellent customer process and impressive insurer relationships to ensure that we will do more for the insurers and our customers.”
The business will start by supplying personal lines products such as car and household insurance, then move into commercial lines.
It will be based near Cardiff and employ up to 50 staff.
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The 2025 Insurance Times Awards took place on the evening of Wednesday 3rd December in the iconic Great Room of London’s Grosvenor House.
Hosted by comedian and actor Tom Allen, 34 Gold, 23 Silver and 22 Bronze awards were handed out across an amazing 34 categories recognising brilliance and innovation right across the breadth of UK general insurance.
Hosted by comedian and actor Tom Allen, 34 Gold, 23 Silver and 22 Bronze awards were handed out across an amazing 34 categories recognising brilliance and innovation right across the breadth of UK general insurance.
Many congratulations to all the worthy winners and as always, huge thanks to our sponsors for their support and our judges for their expertise.
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