Primary Insurance and Ryanair are to pilot a scheme to sell last minute travel insurance to passengers on board the no-frills carrier.
A leaflet in each seatback pocket will offer a one-size policy costing £15 for up to 31 days' cover. The policy pack is claimed to be self-contained, with all the information a potential customer needs to make their purchase, without any forms to fill in.
Customers will have to validate the policy with a phone call on arrival.
Primary Insurance Group managing director John Bibby said: "We are pushing the boundaries in terms of the ideal point-of-sale situation, but set against that is the fact that this is the last chance travellers would have of buying insurance."
By accessing Ryanair's 18.6 million passengers per year, Primary is hoping to tap into the huge percentage of travellers who go abroad without proper cover.
The new scheme has been based on the policy already sold on the website alongside Ryanair flights.
Ryanair commercial director Conal Henry said: "Travel insurance is not a luxury, it's an essential, and we are now making it even easier for passengers to get covered."