Mr Haythorn said that he was inspired to launch the new business after attending The Adviser’s UK Study Tour last year. Over the four-day event, Australia’s top brokers and distribution executives gained first-hand knowledge of the UK market and connected with the leaders of the UK mortgage industry.

“It was extraordinary to see how important the insurance offer has become within the UK mortgage broking scene and how offering insurance to clients is second nature in the borrowing process,” Mr Haythorn said.

"Brokers are signaling they need new kinds of services that are on demand. They just don't want to refer people to outsiders. They want ultimate control over their product and services and they get that control within the group; and Equitisure is the first reinvention of the way brokers protect their clients," the CEO said.

Mr Haythorn added that there are future plans for Custom to extend its on-demand services beyond the insurance industry.

"Custom is very much an innovative organisation that can think differently compared to businesses that might think more traditionally.

We'll certainly look to partner with organisations that can help accelerate change, and ultimately it's driven by our need and desire to deliver better customer propositions for our broker members.”