Second affinity contract in a week for broking group

Broking group Brightside will provide white-label car and home insurance to UK supermarket Asda.

The products will be sold under the Asda Money brand.

The new deal closely follows the affinity contract Brightside signed with Debenhams, announced on 4 July.

Asda Money car insurance includes legal cover, breakdown cover and replacement child seats as standard, and has been rated 5 Star by independent financial research company Defaqto.

Asda Money home insurance includes home emergency cover as standard. Customers will be able to buy both insurance products online or over the telephone and will also benefit from telephone support through Brightside’s UK-based call centres.

Asda Money head Kirsty Ward said: “At Asda Money we want to deliver quality, straightforward products at great prices and Brightside shares this philosophy. Brightside is lowering prices by reducing fraud and at the same time delivering added value products.”

Brightside chief executive Martyn Holman added: “We are delighted to be working with Asda – like Brightside, Asda is a major player in its industry and has a strong focus on customer service and value for money. We are confident that this partnership will be of long-term benefit to Brightside, Asda and Asda customers.”