Sheilas' Wheels two pink years on

It is just two years since three sequin-clad ladies first stepped into a pink Cadillac and sang about car insurance for women but Sheilas' Wheels has already established itself as one of the fastest-growing - and the most recognised - women's insurance products.

The brand is currently taking on new customers at a rate of over 11,000 a month and has built up close to a quarter of a million customers since launch - a growth rate that outstrips the majority of modern insurance brands that market to both sexes. It is also the most well known female car insurance brand among women aged 25-55.

To mark its second birthday, Sheilas' Wheels has examined how personal finances, and car insurance in particular, fit into women's priorities and whether the tendency to shop around for a bargain - particularly when it comes to fashion - now rings true for money matters.

Women have more control than ever of the household purse-strings according to research by Sheilas' Wheels. Nowadays, just one in six (16%) women in a relationship leave the household finances to their partners - over two in five (41%) women take sole responsibility for managing the finances whilst over two fifths (43%) of households split the chore 50:50.

When it comes to shopping around for car insurance, the average woman spends two hours and seven minutes doing her research before choosing an insurer. That's just 23 minutes less than the time spent on finding that perfect Christmas party outfit, so the gap is definitely closing fast fashion over finance in the eyes of the average British women.

According to the poll, over a third of women (37%) spent less than an hour choosing the right insurance cover but this is perhaps down to the speed that now comes with price comparison websites that are now used by a third of women. Unsurprisingly, word of mouth comes top of the table with women valuing, and being influenced by, other women's personal experiences and recommendations.

However, a quarter of women remain less switched on and admit to never carrying out any research before they buy their car insurance policy and only one in every two (51%) women takes the time to read the small print to compare the quality of the product and its benefits, such as a free courtesy car as standard.

Jacky Brown, spokesperson for Sheilas' Wheels, said: "Women are becoming more discerning customers - they want well-priced and good quality car insurance - both factors that have contributed to the rapid success of Sheilas' Wheels. Women have appreciated our keen prices and our product features - such as built in handbag cover and female-friendly repairers.

"In terms of interest, we know that fashion will always win over finance, but it is interesting that women are now giving serious time and consideration to their insurance purchases and effectively 'window shopping' policies via company websites and, increasingly, price comparison sites. A friend's recommendation is still a key factor and this has clearly contributed to the word of mouth that has boosted Sheilas' Wheels sales."