Screentrade, the online insurance broker bought from technology company Misys by Lloyds TSB Insurance Services, has re-opened for business.

The business-to-consumer portal will offer home, motor and travel insurance from a variety of insurance companies, including Churchill, Norwich Union, Royal & SunAlliance (R&SA) and Groupama.

Further additions to the Screentrade website, including extra insurers and special offers, are also planned.

Screentrade chief operating officer Nigel Lombard said: "Misys did not do well because of its costs - it had a dedicated call centre with almost 60 people in it and an IT company.

"Lloyds TSB already has that infrastructure in place and we believe we will be able to convert more visitors into sales and sell more advertising space."

The company is expecting to sell 75,000 policies next year.

However, industry pundits have cast doubt on whether the re-launch will be a success.

Technology consultant Ross Hall from Garol said: "I am surprised Lloyds TSB did not stick to their own brand name, as it is much better known than Screentrade's, which is seen as damaged goods in the insurance market.

"I give it a year and think it will be brought back into the Lloyds TSB fold."

Cap Gemini Ernst & Young vice president Andy Baldwin said: "Lots of online brands are being replaced by parent brands and this is likely to happen with Screentrade."

Screentrade was originally launched in November 1997 by Misys. Despite an investment of £19m Screentrade and another portal, theformula, hit the rocks when Misys' talks with over 50 companies failed to extract further investment.

Misys admitted at the time the sentiment was that "the B2B environment is terrible".

Lloyds TSB purchased the Screentrade brand and the internet URLs, and from Misys in July 2001. It currently holds 31% of the bancassurance personal customer base and 44% of small and medium-sized enterprise (SME) customers.