SunLife has launched its first ever home insurance product.

The firm claims its home insurance offering allows customers to choose the product to meet their individual needs and budget.

“Whether that’s a customer who knows they need £23,250 to cover his household contents, or someone who is unsure of their rebuilding cost and can rest assured that £1 million buildings cover will meet their needs, we’re making it straightforward and affordable – straightfordable,” said Simon Stanney, who joined as general insurance director in July to head up SunLife’s general insurance distribution business.

“For instance, how often have you begun a buildings insurance application only to be asked how much the ‘rebuild cost’ of your home is?” Stanney said. “It’s not something most people know or can easily find out – and an example of how some insurers are not thinking enough about their customers. We’re doing things differently by cutting out questions like that, and making it easier for customers to get the cover they want, without paying for features they don’t need.”

“This is another example of SunLife’s drive to make financial services simpler and more accessible for everyone,” added SunLife managing director Dean Lamble. “We want to make it as easy as possible for people to get the cover they want, whatever the product, with a ‘retail-like’ experience that means they can feel good about their financial future.”

Customers can choose from a combined buildings and contents, including accidental damage and a choice of additional covers for personal belongings or Home Emergency cover, while someone in rented accommodation can opt for contents cover only.