Premier Partnerships founders Michael Cooke and Darren Ferneyhough are returning to the market with a company offering life and critical-illness insurance online.
The pair have been working on The Insurance Helper since leaving Premier in 2006, two years after it was sold to Tenet.
It will initially be a non-advice business, with a callcentre worker contacting consumers to outline options after they request a quote.
Cooke says it will look to offer advice in the future as well as adding income protection to its suite. It plans to expand into other areas of financial services which can be sold online.
He says: “The internet is fast and efficient and is the way people will buy in the future. People are increasingly researching and buying products online so we are grasping the opportunity of technology and how things are evolving.
“We will initially focus on selling life insurance without advice because it is straight-forward and simplistic but there is value in both advised and non-advised sales propositions and we will look to do both.”