Direct insurer Bluesure, which started up four months ago, is targeting its products at the broker market.

It expected to sign its first deal in January, according to chief executive Tony Martin.

Martin said the company would offer market-leading commission rates in order to secure business with brokers. Ultimately, Martin said, Bluesure wanted to be on the books of wholesale brokers.

The company offers a single policy that covered up to seven categories of cover including home, motor and health.

The policy is continuous - so there is no renewal, just a monthly direct debit payment.

Martin said since its launch the company had processed 20,000 quotes and would sign up its 4,000th customer by the end of the year.

He admitted times have been tough.

"We have pulled the price down and have hit our target conversion rates in the last two months," he said.