NFU Mutual is preparing to link withthe rapidly-growing internet portal, moneyeXtra.com, in an effort to broaden its market appeal.
The move is part of the insurer's strategy to attract customers living in the countryside rather than just farmers.
MoneyeXtra's creator, The eXchange, has released figures showing that in January, 484,000 unique users visited the site and its sister site, MoneyWorld.co.uk - nearly double September last year.
NFU already advertises on the site and will be selling household insurance fully interactively "very shortly".
The insurer has no immediate plans to sell any other products on-line, but will offer full details of all its products, including commercial, equine and motor, as well as providing contact information.
A spokesman for the NFU said: "We are promoting ourselves outside farming by various means and a web link to moneyeXtra is one of the best ways of promoting our name in these markets, particularly in personal lines."
NFU Mutual has formed links with three other related internet portals, www.find.co.uk, www.fish4homes.co.uk and www.upmystreet.co.uk
The bulk of the mutual's business is still in the farming sector, but by creating the links, NFU hopes to spread its wings.
The policies sold on-line by NFU will be the same products as NFU's standard offerings.
Paul Lindsay, chief executive officer of The eXchange Holdings, said he was delighted by the hit rates the site has achieved. He said: "We now have nearly 500,000 visitors to our consumer sites on a monthly basis. We are very pleased with the growth in consumer usage over the last three months."
