
The firm's spokesperson Chris Barton claims the genesis of the new company was the lack of respect and understanding shown to bike riders by many insurers.
"Most bike insurance is just re-badged car insurance. But bike riders are a different breed, no-one asked them what they wanted or needed," he said.
"We did extensive market research, listened to their feedback and discovered that 40 per cent of bike riders went uninsured because of the prohibitive cost and inflexibility of cover offered by existing insurers. And most of those that were insured were not really happy campers" Barton said.
The business is underwritten by Australian Alliance Insurance Company.
"We're focusing on those who choose to ride as part of their lifestyle -road bikes, cruisers, scooters, trail bikes -some ride them every day - and some don't. So our insurance needed to take into account what the customer really wanted and deliver cover at a fair price," says Barton.