Manchester-based Caspian Insurance has launched a subsidiary brand aimed at busy parents; I Got Cover.

Founded in 2016 by father of two Oliver Rayner, Caspian relates to the increasing load with which parents deal.

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To boost the brand, the firm has invested in a marketing campaign with Mr Motivator MBE and popular comedian Tired and Tested (real name Sophie McCartney).

It aims to highlight the lighter side of life insurance and demonstrate that securing a life insurance policy is no harder than baking bread or home-schooling young children.

In addition, Caspian pledges to take customers from form to fully covered in 45 minutes as parents are busy people. Multiple family friendly benefits are included, such as 24/7 access to an online GP, family accommodation costs up to £1,000 should a child require a hospital stay, a dedicated trust service, and ongoing advice and support.

Partnering with 11 of the UK’s best life insurance providers, including AIG, Aviva and Legal and General, I Got Cover’s expert advisors compare packages to source the best policy available for every customer.

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Managing director, Oliver Rayner, said: “I Got Cover is an exciting new proposition for us that we hope will help parents navigate what can be a difficult topic more easily. Caspian is experiencing significant growth momentum and launching a subsidiary offering supports that strategy. We’re forecasting our best turnover yet this year and I Got Cover will increasingly contribute to that over time.”

He added: “Caspian has achieved a lot in five years since being founded, including being ranked 5th in the Best Companies list of Insurance Firms to Work for, 2021. We’ve grown the team to over 70 and have a really strong retention rate and employee satisfaction levels, which we put down to our nurturing and supportive culture.”

Launched on 23 June 2021, I Got Cover is a fully trained team of experts hoping to guide customers through the process with a no jargon promise.