Direct insurance operation Direct Line is launching a standalone life assurance policy on its website.
It claims term assurance and mortgage life cover policies should be available in five to ten minutes under the new venture which was launched last week.
Customers are covered as soon as the credit card details are accepted.
The venture is part of a strategy to roll out all of Direct Line's telephone products online over the course of the next year.
Direct Line, which is owned by the Royal Bank of Scotland, already sells motor, home, travel and breakdown insurance on the Internet. Next to come will be mortgages, loans, credit cards and pet insurance.
Renewals will be possible on the site from September this year.
Direct Line Life managing director Duncan MacKechnie says: “Direct Line was the first to sell insurance over the phone and we are continuing to lead the market by being the first to sell life assurance over the Internet.
“The net is an important additional sales channel which will allow consumers to buy life insurance in a simple convenient way.”