is the overall winner of the latest UK Internet Insurance Companies Scorecard, produced by internet quality measurement company Gomez.

The Scorecard is designed by industry analysts to help consumers when selecting home and motor insurance policies.

Firms are evaluated with the use of four customer profiles: motor insurance buyer, home insurance buyer, first-time shopper and one-stop shopper.

Categories such as ease of use, customer confidence, on-site resources and relationship services are also taken into account in the scoring.

Analysts evaluate firms based on how well they deliver services via the internet to meet consumers' online needs and also help them transact online with confidence.

Since the last poll Axa and Legal & General have been added to the rankings.

Axa took fifth place with a site described as simple and getting the basics right.

Winners of the customer profiles are:

  • One-stop shopper:
  • First-time shopper: Royal & Sunalliance
  • Home insurance buyer: Directline. com
  • Motor insurance buyer: Directline. com

    Winners of the categories are:

  • Overall: Directline. com
  • Ease of use: Royal & Sunalliance
  • Customer confidence: Hiscox Online
  • Onsite resources:

    Several firms were found to have added online policy management this quarter, allowing customers to view policy details and initiate claims online.

    At the heart of these developments is an attempt to build stronger customer relations.

    Al-Karim Govindji, internet insurance analyst, said: “The industry is waking up to the idea of enhancing relationship services online, thereby enabling new and more lucrative products to be sold to the existing customer base.”