The new service, which allows people to buy contents and buildings insurance either separately or as a combined package, is designed to appeal strongly to women, although men are also welcome to buy these products.

Sheilas’ Wheels car insurance has proved popular with women looking for a more bespoke service, and Sheila’s Wheels thinks there should be more flexibility with home insurance too.

Company spokesperson Jacky Brown says: “Traditional home cover has moved little with the times and until now has been unisex in its blandness. Sheilas’ Wheels home insurance is a very serious female-focused product in the wrappings of a sassy brand.”

One of the benefits of its home insurance cover includes free online access to the CreditExpert identity fraud detection and assistance service provided by Experian.

Customers’ credit reports will be monitored and they will be alerted should any suspected fraudulent activity be picked up. If fraud is detected, customers will be advised how to restore their credit record.

It provides alternative accommodation for customers whose utilities fail, for example if water, gas or electricity are lost as a result of flooding. And new-for-old cover on clothing may appeal to many women as claims for damaged or stolen items are not reduced by depreciation or wear and tear.

“We’ve made sure that we know what women want when it comes to home insurance and understand the concerns and priorities of today’s modern woman – whether they’re single, a wife, a partner or a mother,” says Ms Brown.

Its home insurance includes lock replacement, garden and outbuilding contents, home office equipment, liability and deeds/documents cover. Unlimited buildings insurance comes as standard and a 15 per cent discount applies when buildings and contents cover are bought at the same time.

Furthermore, customers can choose to add home emergency and pest cover if needed, and Family Legal Protection is free for a year when bought online.

© Fair Investment Company Ltd