Abbey Legal Protection has unleashed a marketing blitz on brokers, as part of an aggressive five-year growth plan.
The legal expenses provider has launched a programme called Key Broker.
The programme offers increased commission and a wider product range to brokers who sign up.
Abbey has employed Nicky Amor as its new sales and marketing manager and has two new products due out, one later this month and the other in January.
Amor said the company did not have a reputation for aggressive marketing, but its attitude was changing.
"The broker perception is that we're the Roll-Royce of service.
"We haven't always been cheap and we haven't wanted to buy market share," she said.
"[But] there have been changes in that our chairman, James Innes, has moved to a non-executive post and Chris Ward, our managing director, has moved into a more controlling role, so he wants to make his mark and move things forward."