West Midlands- based insurance brokers Fresh! Insurance Services Group and Footman James are set to go head-to-head in a battle for one of the sector's top accolades at the Insurance Age Awards.

Taking place in London tomorrow , the Midland finalists make up two of the three finalists in the Personal Lines Team of the Year category.

An award open to over 5,000 UK brokers, Fresh! and Footman James have both been shortlisted for their innovative range of products and customer service.

Established in 2002 by Lisa Mc Pherson, Alvechurch-based Fresh! Insurance has grown from a specialist in insurance for women drivers to a company offering competitive insurance products for men, convicted drivers,

modified cars and commercial vehicles.

Marketing the service under a range of niche brands including Ladybird, Vanwise, Badboy and Scorpion, the most recent addition to the Fresh! family is Click4Insurance, a one-stop-shop for online quotations.

The company now employs more than 40 people.

Cradley Heath- based Footman James gained its reputation for its expertise in the specialist vehicle market but now offers a wider choice of personal lines products including modern car, bike, home and travel.

Established more than 20 years ago and employing more than 180 staff, Footman James claims one of the highest customer retention rates in the industry.