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Home insurance offer criticised by rival firm

In a further sign of the competitive nature of the UK home insurance market, provider More Than sharply criticised Sainsbury's recently-announced premiums discount yesterday.

The rival insurance firm had said that it was offering "12 months for the price of nine" for buildings and contents insurance and a ten per cent reduction for buying online in a special "massive discount" offer.

Responding, More Than commented that the promotion was limited by its only being offered for those applying before the end of May - and in that it only covered the first twelve months following initial application.

This, the firm suggested, was "headline-grabbing" and did not reward customers who intended to stay with Sainsbury's for a longer time.

Product manager at the home insurance provider Keith Maxwell added: "[We seek] to attract new customers with great offers but also reward their loyalty every year through new initiatives

"Existing More Than customers are also rewarded for their loyalty through a range of exclusive discounts at a number of leading high street retailers."

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