Its4women.ie will continue to market women despite gender ruling

Its4women.ie claims that it will be the "biggest beneficiary" of today's European Court of Justice's ban on gender differentiation in insurance.

The ruling is expected by industry bodies to result in an average 25% rise in motor insurance premiums for women and up to 50% for younger women.

Its4women.ie says it will be able to buck the trend. "We are Irelands largest online only provider of car insurance to women with over 50,000 customers and the fact that we have so many women insured with us already will make it easier for us to absorb this," said a spokesman.

"And we expect to attract more women - if everyone else's prices rise we'll be very competitive."

Its4women.ie is banking on its distinctively feminine brand. "Despite this ruling, we will continue to market and celebrate our brand to women because it does not prevent female-focused marketing," said a spokesman.

"Its4women.ie has always insured men as additional drivers but most males simply aren't attracted to our brand and we don't see this changing because of price"