Direct Line is set to introduce artificial intelligence software into its online system in a bid boost sales.
The system automatically provides answers to questions from customers buying insurance online.
Direct Line hopes the system - Metafaq - will improve conversion rates and reduce the level of "abandoned" online transactions.
Online marketing manager Justin Skinner said: "In common with many other businesses, our customers come up with many new questions regarding our products and services as they go through the transaction process.
"Metafaq ensures we have a system that can deal with a wide range of questions asked, quickly and efficiently. As a result customers are able to enter into agreements where they have total confidence that they understand all the details."
