Former staff of Avis, Direct Line, esure and Willis have launched their own accident assistance management company this month.

Broker Assistance offers a non-fault motor accident claims service exclusively to brokers' clients.

The company has more than £5m of investment and plans to earn £2m in its first year.

Former Avis Europe managing director Jon Ralph will head the company.

He said: "The industry that serves the victims of more than 1.7 million road accidents each year has undergone a period of tense consolidation.

"Current players are still hampered by historic debt issues and poor service delivery.

"Brokers are crying out for a provider that looks after their client base."

Ralph is joined by Keith Wray, former head of claims for esure and Direct Line

And former Willis commercial director David Russell completes the team.

The company, based in Cheshire, employs 20 staff at its premises in Birchwood, Warrington, which will be increased to 50 by May next year.

Brokers can contact Broker Assistance on 01925 839084.