Bedford Driving Lessons

Insurer launches direct web sales in the hope of attracting the safest drivers. Axa has become the latest insurance company to launch a website selling direct to customers. And it is hoping to entice the safest drivers with the promise of a maximum 90% no-claims discount which, it claims, is the highest in the market. It has traditionally sold through brokers alongside its Swiftcover brand, and is unashamedly targeting middle-aged drivers of low-performance cars who are most likely to have a claims-free past. Policyholders also get a courtesy­ car “whenever they are without a car following any valid claim for accident, fire and theft”, not just while their own is being repaired. Claims can be tracked, and amendments made to the policy, at any time via the website. Its target market is those around 45 and upwards. It has a maximum age for new customers of 80. The company says motorists with less than eight years driving experience are three times more likely to have both been caught driving under the influence of drugs or alcohol, or convicted of dangerous driving in the last year. Experienced drivers, it says, are also less likely to have been caught using a mobile phone while driving, and five times less likely to have been fined for driving without a seatbelt. Tina Shortle, marketing director for Axa Insurance says that at a time when prices are rising sharply in this market, “we felt drivers with a proven track record deserved more”. The official launch on Monday will be backed by a £10m marketing­ campaign More