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.