The new car insurance website from Norwich Union is "ill-conceived", according to one rival.
James Harrison, chief executive officer of Insurancewide.com, believes the initiative, which allows people to compare the policies of other car insurance providers with those of Norwich Union, is flawed for a number of reasons.
He said: "The choice of insurers is inadequate in that the customer is only allowed to compare a Norwich Union quote with three other providers from a very limited panel."
If a customer does find a good policy from a rival car insurance provider they will not be able to purchase it through the website, he added.
According to Mr Harrison, Norwich Union is "not a valid player" in the car insurance comparison market.
Recently, Moneysupermarket.com claimed people who want to take out green car insurance should avoid it as it tends to be more expensive.
The firm suggested people obtain a standard policy and then make a donation to an eco-charity with the money they have saved.




