Richard Branson's personal finance website – www.virginmoney.com – is linking up with the Automobile Association to sell motor and household insurance.
Virginmoney.com's director Tony Wood confirmed talks were ongoing and said he expected to be up and running in the autumn.
He said: "We are going to have a very close association with them. We have got a perfect partner as far as we are concerned. We are really excited about it."
Wood declined to give full details of the project, but he did say that it is a tie- up that will involve virginmoney.com's existing website.
"It is happening - the announcement of full details won't be until later. We want to launch with a little bit of a bang," he added.