Landl has been working as an insurance adviser for three months under the Janos Insurance name, and said the site was launched initially simply to gauge the online market.

“It was a test site to see what the feedback was like and it’s been huge, the amount of lead generation we’ve got is massive,” he said.

Landl refused to say how many leads the site had generated and conceded they remained unqualified, but he remains convinced that marketing the sale of life and health products online is a winning strategy as clients’ themselves have to seek out insurance.

“They’ve gone looking for cheap life insurance, so we’re half way there already. [And] It’s generated leads that otherwise wouldn’t have been generated if we hadn’t done this,” he said.

“It’s all about getting a big book.”

Landl said the success of online players such as Life Direct and Pinnacle had convinced him there was space to exploit outside of the usual adviser channels.

“With being an adviser there’s a very strong push to creating that relationship [with the client], adding value, that’s what insurance companies want to do, but I see more and more people becoming too busy to sit down with an adviser for two hours,” he said.

“It’s [the website] a completely different model to the adviser model of doing a fact find and recommending a full solution. This is very much all about limited advice.”