Personal lines broker BDML has picked up the overflow business for Norwich Union's (NU) Asda insurance account.
The broker has also been tipped to win a similar deal for the insurer's newly-acquired Barclays general insurance business.
BDML will do all the documentation and delivery on an estimated 60,000 new business cases per year from Asada.
The 'Asda price search' scheme will handle all business not underwritten directly through NU by channelling it through the BDML channel.
The broker has signed a five-year deal to work behind NU on what is described as a 'reformed strategy' for the supermarket insurer.
Market sources reported that Asda was looking at making a major, renewed push into general insurance backed by a significant marketing campaign.
The business operates in both the motor and household sectors, but with the focus on motor.
The deal will work on a policy sold basis with a proportion of BDML's commission on business written passed back to NU / Asda.
NU declined to comment.