RSA will remain as underwriters for the policies

Supermarket Asda has launched a new home insurance policy with affinity insurance provider Hood Group.

Hood Group will now offer its new three-star and five-star Defaqto rated home policies under the Asda brand, with home emergency cover included as standard.

The policies will be sold through a branded e-commerce platform provided by Hood Group with in-house customer support including a customer service centre, policy fulfilment and a sales support team.

Hood Group chief executive Simon Hood said: “We’ve listened to what Asda wants its customers to experience when buying home insurance and we will be delivering a totally unique customer journey. Our solution will make it quick and easy for Asda customers to buy the cover they want, at the right price.

“We’ve made all the supporting documents as jargon free as possible, getting them all certified by the Plain English Campaign, so that customers are not baffled by unfamiliar home insurance terms and can feel safe in the knowledge that their home and possessions are covered.”

A spokeswoman for Hood Group also confirmed that the previous insurance provider of the Asda branded policies, RSA, would still continue as underwriter for the products.

“RSA were previously Asda’s home insurance provider and they are still involved in the relationship as they underwrite the product Hood is now providing to Asda customers,” she said. “Our independence puts us in the unique position of being able to leverage insurer support for our affinity proposition in a way that best reflects the needs of the individual brands we work with.

“In this instance, we recognised that the RSA price and underwriting model complemented the overall customer offer that we have created for Asda, which is aligned to their brand values.”