A new direct insurance provider has entered the scene with the goal of becoming the top personal lines player by 2010.

Insurewithease.com will go live on Monday offering travel and pet products on a strictly online basis.

Operations director Jack Harris said the plan was to expand the portfolio to include household and motor by March 2008. The cover will be underwritten by NIG.

Harris said the company’s goal was to reach gross written premium of £25m by 2010, with a base of about 80,000 policyholders.

“We want to do things a step ahead of Norwich Union and Directline. I think we can take a significant share of the market from them.”

He said the decision to be strictly online and not operate a call centre would allow Insurewithease to cut out overhead costs and make the company more competitive.

Insurewithease planned to go hard on marketing and focus heavily on establishing brand recognition, added Harris.