Genuinely ‘female friendly’ insurance brokers can now distinguish themselves as such by promoting their expert personal service and customer care direct to women via the UK’s first female friendly insurance register.

The new FOXY Lady Insurance Female Friendly Insurance Register is open for brokers who want to promote their products and customer services to women.

This is operated by FOXY Lady Insurance, a sister of the FOXY Choice website that promotes female friendly garages & repairers to women and FOXY Lady Drivers Club.

Given a value-for-money choice when shopping for insurance, FOXY managing director Steph Savill is confident that the time is right to promote personal service levels to women when shopping for their family insurance needs.

She said: “My experience is that most busy women would prefer to do business with a local company they can trust to represent their best family interests rather than impersonal websites that are funded by sales commissions not customer service.”

Businesses wanting to register with FOXY Lady Insurance must be authorised and regulated by the Financial Conduct Authority re one or more of these insurance products – motor, home, health, life or business.

They must also sign the FOXY Lady Insurance Promise to ‘Always represent the best interests of women by listening to their needs before identifying value-for-money and female friendly insurance solutions to fit the bill.’

To retain their FOXY Lady Approved status, they will be expected to provide a minimum of six reviews each year – to prove they are getting service levels right for women.