LV= says Flow offers a different type of insurance cover aimed at the “on the go” generation. It claims the new product is “fuss free” and offers drivers flexible car cover with tailored monthly pricing based on their personal circumstances, without incurring admin fees.

Drivers can buy cover online only at lv.com/flow. There is no long-term commitment, no instalment charges and policyholders can change or cancel their policy whenever they like, with no additional costs.

Rather than make potential customers go through a long question set before they receive a quote, Flow simply asks drivers to upload a picture of their driving licence and answer 14 straightforward questions. It then calculates the best possible price.

LV= says the premium is based on a customer’s claims history and their specific circumstances – but existing no claims discounts are not included in the premium calculation.

The insurer claims the new model guarantees that the customer will always get the best price, regardless of whether they are a new or existing customer.

After running a quote, customers are presented with a fixed price for the first month and a guaranteed maximum price for each of the following three months.

The standard Flow policy includes comprehensive, uninsured driver and mis-fuelling cover and makes adding or removing drivers easy. For only £2 extra a month, policy holders are given the guaranteed use of a hire car if their car is being repaired, or has been stolen or written off.

Heather Smith, managing director of LV= GI Direct, said: “The way people buy products and services online has changed enormously, and it’s important that the process of taking out car insurance evolves in the same way. Flow gives drivers a simplified insurance experience, with a quick journey, competitive pricing and the flexibility to change their policy as and when they want to, at a click of a button.

“There’s no admin fees, no instalment charges and you don’t need an existing no claims discount to get the best price. Whatever drivers want to do – change the mileage, change the driver or even change the car – Flow means it can be done quickly and easily.”

Monthly car insurance subscription is the first product that will sit under LV=’s Flow brand, with additional products currently being explored.