Primary Direct is entering the home insurance arena with ambitious plans to capture a 10% market share within three years.

The direct writer has launched a home and contents policy that promises to take account of modern lifestyle trends. It claims many traditional policies have failed to move with the times.

For instance, its policy includes protection for outdoor valuables as well as just indoor possessions, and home offices with personal computers. It also gives the option of a multi-trip travel policy and student cover as many children are heading off to university.

“We think it's a lifestyle-based, flexible, 21st-century policy for those 21st-century boys and girls who've been used to draconian policies that are unfathomable when it comes to the small print,” said director Helen Dwyer.

There is a discount of up to 40% off the standard price of the policy according to circumstances and the existence of security devices within the home.

“Our proposition to the consumer is crystal clear – excellent cover that takes the worry out of your insurance and is transparent as far as the purchaser is concerned,” said director Tim Berry.