Green Business Awards 2008: Best financial business - Winner The Green Insurance Company

Some companies start with huge environmental ambitions but then fail commercially.

Others have more modest environmental ambitions but get their business model right, grow swiftly and go on to make a tangible difference. The Green Insurance Company is in the second category. The eco-car insurer, launched last year, is not offering a revolutionary product but has obviously struck a chord with the public. The company now expects to attract more than twice as many customers in 2008 as it initially predicted. Each one will be engaging with a company proud to have a green streak running right through it.

As the Green Insurance Company itself admits, car insurance is not a product with an inherently high environmental profile. Nevertheless, the firm's founder Andrew McMillan believed there was a gap in the market for a green insurance product to help drivers make a difference.

The company believes that suppliers must make it easy and cost-effective for customers to behave in an environmentally responsible way. It promises cheaper premiums to those with low-emission cars and/or those who drive less each year.

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