Zurich has launched an ultra high net worth product, Ultimate Home, aimed at clients with more than £200,000 home contents cover.

Policyholders will have access to a personalised concierge service and will also receive after care in the event of air rage or mugging.

Nick Brabham, head of Zurich private clients, said: "We recognise that there are more and more people in the UK who are now moving into the mid and high net worth bracket and we have responded to this shift."

Brabham said brokers would be encouraged to cross-sell Ultimate Home policies to commercial clients.