Virtual valuation of home contents.

It looks scarily like Ikea but Legal & General’s new virtual home could prove useful for consumers trying to pick the right level of contents cover.

The virtual home, developed by digital agency Fortune Cookie, is an interactive contents calculator.

It takes visitors to L&G’s website through a typical house, room by room, and asks users to enter the amount in pounds that they think their possessions are worth. It points out obvious high-value possessions such as jewellery and computers, but also ensures users remember items such as clothes, bedding and light fittings.

According to L&G, the average value of the contents of a home in Britain is more than £40,000. But after surveying more than 4,000 customers, the insurer found 27% of them value their home contents at less than £20,000. Visit for a tour.