AM Online

Third party, fire and... handbag theft covered

Perverse European Commission attempts to stop motor insurers discriminating positively in favour of patently lower risk women drivers may have floundered, but Sheilas’ Wheels – the less than subtle female-centric policy provider – must keep its doors open to mere males to avoid claims of trading gender prejudice.

The business imperative is simple: women provide an insurance clientele of 14m drivers, or 45% of motorists – and female car users are urged to do it for themselves, rather than as add-ons to partners’ policies.

It conversely makes the point that adding a male driver to a woman’s policy adds significantly more than including another female in the cover provided.

Sheilas’ Wheels is a brand of esure, itself part of the HBOS Group, and follows the trend set by Diamond, which specifically targets women.

Inducements include free handbag cover up to £300 for theft or if it is destroyed by fire, as well as a 24-hour trauma counselling line. Whether or not male customers qualify for those elements is not clear.

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