The UK's first on-line mortgage broker company, emfinance.com, is enticing customers with free home insurance and free accident, sickness and unemployment insurance.

Customers who take out a mortgage using the site, which launches this week, will immediately be offered three months of free buildings and contents cover and six months of free accident, sickness and unemployment (ASU) cover.

The home insurance will be underwritten in Lloyd's.

Sales and marketing manager Kevin Friend said there will be no ties imposed on customers after the three offer period is completed.

"The deal is not compulsory and will not be reflected in the mortgage cover," he said.

"Both the insurance products are comprehensive and competitively priced."

Both products will be administered by a third party for emfinance's first six months of trading, but will then be switched in-house. Friend said this is purely due to technical reasons.

Emfinance is offering mortgage products from a panel of banks and building societies.

The mortgage transaction can be carried out fully on-line and offers level one and two advice. The top level is three.

The Livingstone-based emfinance company is a joint venture with exchange.com which was recently acquired by amazon.com