Royal & SunAlliance (R&SA) will use its More Th>n brand to sell commercial insurance.
More Th>n Business will target small businesses with turnover up to £1m, with products such as offices, vans, shops, contractors and properties insurance.
R&SA's director of small business and e-business Simon Cooter said: "More Th>n is R&SA's direct proposition, so it makes sense for our direct SME offering to be branded as such."
"More Th>n Business does not detract from our broker offering in any way, but instead provides an effective route to market for those UK businesses that are confident enough to buy their insurance direct."
