ABC Insurance is planning to build a broker network of 1,000 members within five years, including 300 brokers over the next 12 months.
The broker-facing brand of LV Group is set to launch in June.
Its first product will be business insurance, but the company plans to roll out private car in July and household products later in the year.
Cover for vans and motorbikes will follow in 2008.
Chief executive Phil Bunker said that ABC is aiming to attract £300m of premium income over the next four years. "ABC has major backing and a highly experienced broker manage-ment team."
It will initially employ 30 staff at its new headquarters in Croydon.
The LV Group is aiming to become a top five general insurance provider by 2012.