Zurich is the next insurer to target the mid net worth (MNW) household market with the launch of its Premier policy this week.
The insurer joins specialist high net worth (HNW) insurer Hiscox, which says it is is commited to developing the MNW segment.
Zurich Financial Services business development director Dave Parry said Premier was aimed at people with contents valued at between £80,000 and £125,000.
Parry said that the new policy was based on Zurich's standard policy, but with elements of the HNW contract "blended" in.
"It is a tailored package to suit the premium spend. It has wider coverage than the standard policy, but there are no automatic client visits as under the HNW policy."
The claims service would also be different from that provided under the standard service, he added.
Parry said that the insurer was also offering a MNW motor insurance package aimed at families with multiple vehicles.
Premier will be handled by Zurich's Cardiff office. It will initially be available to 43 brokers with more to follow.