Link syndicate, part of the Kiln Group at Lloyd's, is upping the stakes in the cyber price war as underwriter for a new website,

The insurer claims it can undercut the three leading rivals –,, and – in a majority of cases on a like-for-like All Risk policy.

Alan Thomas, managing director of Home Insurance Management Direct who developed the site, said: “The aim of the site is to offer a quality cover at competitive terms for a wide range of properties: minimum cover for buildings insurance is £40,000 and for contents £15,000.

“Our competitive premiums reflect a combination of discounts derived from buying online and discounts available for safety in the home.”

Direct Line spokesman Miles Russell said he was unaware of the new site but said they welcomed the competition. He added the name of the game was brand identity.

“We are not always the cheapest, but customers know the brand and can trust us,” he said.