AA Insurance is initially offering term life and reducing term life options through its website. The move builds on the AA’s substantial online capability.

The AA will use Direct Life’s extensive panel of life insurers and online customer journey, to find the lowest quote.

Kevin Sinclair, managing director of AA Insurance, explained both individual and joint life terms are offered with waiver of premium offered as an option. Quotes are typically delivered online within half a minute and the whole process is AA branded.

He said: “We decided to enter the life market because it is a logical extension to our car and home insurance offering as well as building on our success in the lending and savings markets.