Aviva has officially launched its new online car insurance brand, Quote me happy.
The new distribution channel will form part of Aviva's strategy to continue growing its UK general insurance business.
Aviva announced its intention to return to aggregators back in May.
The new service will go live on Gocompare.com first and is already online at www.quotemehappy.com - with further price comparison sites planned for later this year.
The new service offers fully comprehensive insurance only and is aimed at lower risk motorists who are aged between 21 and 75.
Aviva's retail director Steve Treloar said: "Quote me happy is an online-only insurance brand, specifically designed for internet shoppers - offering fully-comprehensive insurance for lower risk drivers.
"Customers will be able to get quotes, buy insurance, print documents and manage their policies online.
"This new service builds on the success of our existing motor insurance business. It is deliberately distinct from the Aviva brand - which already gives customers the choice of dealing with us directly online, by phone or through an intermediary or other corporate partner. Quote me happy is designed for people who want a good quality product, but are happy to serve themselves."
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