Zurich UK has introduced a new online own-brand home insurance product, marking the final step in relaunch of its direct personal lines business in the UK.

Initially available on the Zurich UK’s website and Gocompare, the product is scheduled to be administered through a strategic partnership with the company’s subsidiary, Endsleigh,

The policy provides up to £600,000 cover for home reconstruction and up to £60,000 contents cover.

Zurich personal lines managing director John Dyke said the launch marks a significant move for the company’s business and also recognizes reality of an aggregator-dominated direct personal lines market in the UK.

”This approach gives customers choice and flexibility, as well as the combined benefit of Zurich’s proven expertise in underwriting, claims and pricing and Endsleigh’s systems and service excellence,” Dyke added.

The launch does not affect the personal lines brokers of the company, which will simultaneously continue its operations in the personal lines market, according to Dyke.

Zurich UK is planning to soon roll out the policy on Compare the Market, Moneysupermarket and Confused.com.