Swinton Colonnade could pick up thousands of policyholders from doomed broker Hill House Hammond (HHH) after agreeing partnerships with both Zurich and NIG to handle parts of their portfolios.
The broker, which put in a £60m bid to buy HHH from Norwich Union (NU), is writing to Zurich and NIG customers offering to handle their insurance on renewal.
The move puts Swinton in direct competition with Norwich Union Direct, which had been lined up to take over the majority of HHH customers.
Swinton chief executive Patrick Smith said: "Alongside a number of other brokers we are working with our insurers to help them maintain their business, just as in other circumstances we would be equally supportive of Norwich Union.
"We have an excellent mutually supportive relationship with NU as we have with Zurich. We have the greatest respect for NU Direct, but they are our competitors."
Zurich is thought to have agreed a three-month deal with NU whereby both parties can contact policyholders to compete for renewals.
Under Swinton's deal with NIG, the broker will pick up all of NIG's call centre business with the rest of the portfolio being transferred to brokers local to policyholders.
A statement from NIG read: "NIG is extremely disappointed that NU has decided to move its personal lines business across to NU Direct and firmly believes that the HHH business is best served in the broker channel.
"In looking at all the options available, NIG has decided to transfer its business currently handled by the HHH call centre to Swinton Colonnade."
According to industry analysts the diversion of NIG and Zurich policies into Swinton will seriously jeopardise NU's plans to move the business into its direct arm.
Some analysts are predicting that NU could lose up to 60% of the business.
Norwich Union declined to comment.
