Direct insurer Esure is to drop its motor underwriting restrictions and add loans and pet insurance to its product range, as it seeks to build on its one million policyholders.

The joint venture between Peter Wood and HBOS is changing its safe driver approach to the motor insurance market for an electronic trading message that aims to emphasis the insurer's internet business.

The change in direction will be publicised by a new advertising campaign featuring an animated rodent, Mister Mouse.

Esure chairman Peter Wood said: "Customers are using the web more and more. We plan to use this fact, together with Mister Mouse, to grow the business on all fronts."

Higher risk drivers and those with less than four years no claims discount will be underwritten by Esure's sister company First Alternative.

But these policies will be branded Esure.

The new advertising campaign will also rely on price as a magnet for new business with the tag 'insurance at mice's prices'.