RSA's new echoice car insurance policy, which is only available directly through the insurer or via moneysupermarket.com, gives drivers more control over their cover.
It allows them to pick up the perks they want in a policy and not pay for extras they don't need.
With car insurance costs soaring, having the ability to cut back on cover that's not essential without having to downgrade to a less comprehensive policy is likely to prove popular.
Keith Maxwell, the RSA's head of car insurance, explained: "Our customers want to be able to pick and mix their covers, rather than buying an 'off-the-shelf' package as traditionally provided by insurers."
Ten upgrades on offer
One particularly useful perk of this new policy is that drivers can add extras to it whenever they like during the contract, as long as they agree to do it online.
Extras include windscreen cover, legal assistance, breakdown cover, a courtesy car, emergency care, in-car entertainment protection and personal items cover.
If you've not encountered it before, emergency care includes medical expenses of up to £200 for any injured passengers, theft of keys and emergency overnight accommodation.
Picking a less-pricey policy
Lots of people are going to be interested in this deal in an attempt to curb their rising car insurance costs. But how else can you drive down what you pay for motor insurance, without sacrificing cover that you need?
Here are our top tips:
Compare policies
We're always recommending this but it's not just because moneysupermarket.com compares car insurance. In fact, car insurance customers save an average of £234 by shopping around for the cheapest deal - so that really is the easiest way to save money.
Add an older driver
If you have a parent or partner who is a more experienced driver than you then try adding them to your policy as an additional driver. This can shave a fair amount off your policy, especially if you're a younger motorist.
Don't be tempted to make someone else the main driver if they aren't - this is called fronting and could invalidate your insurance.
Minimise your mileage
When you make an application for cover, you're asked to estimate your annual mileage. If you can cut down on your driving - perhaps by taking the bus a couple of times a week or taking part in a car share - then you could save money on your policy.
Protect your car
Make sure your car has a decent alarm and immobiliser, otherwise your premiums are likely to be much higher (and if you're broken into because you were an easy target, they could get much higher still).
If you can park it off the road, on a drive or in a garage, at night, your premiums will be cheaper still.
Choose the right wheels
What type of car are you driving? Obviously a bigger, faster and more powerful car will cost more to insure than a smaller model. However, insurers look at individual models when they're working out prices, so it's worth running a search on a vehicle before you buy it, just to check you can afford the premiums.
Unfortunately, vehicle modifications need to be declared and do tend to increase the cost of your cover.
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