Direct motor and household insurer, Peoples Choice, has thrown down the gauntlet to brokers by challenging them to beat it on price.

Peoples Choice this week launched a "Price Watch" initiative to raise awareness amongst motorists that shopping around does lead to cheaper motor premiums, especially if they telephone for a quote from them.

Managing director Philip da Silva said he would publish a key motor insurance saving each week representing the reduction in price between the cheapest competitor premium on the market and the price Peoples Choice can quote.

The first week's saving concerns a 30-year-old lorry driver living in Grays, Essex, looking for third party fire and theft insurance on his L registration Vauxhall Cavalier, SRI, 1.6v.

The best competitor quote the client could get was £864. Peoples Choice said it could offer the cover for £487.86.

The key question is could a broker have done better? If you can, click here to email the editor.