INSURANCE broker Swinton is looking at cutting 900 jobs by the end of the year as people switch to online to renew their policies.

A total of 84 branches are under review, and Swinton has a branch in Witton Street, Northwich.

Swinton Group said it was planning to ‘reshape its business model in response to changing customer requirements’.

The company said: “Ninety per cent of Swinton customers now buy insurance over the phone or via digital channels. As such, the business is reviewing the size and structure of its branch network.

“To reflect this shift in customer behaviour, Swinton is investing £45 million in enhanced IT and digital technology at its new head office and contact centre in Manchester.

“A total of 84 branches are under review, alongside a contact centre in Norwich. The branches have been selected using a variety of factors including location and customer usage.

“The review is likely to result in a reduction of around 900 roles by the end of the year.

“Swinton will now begin a formal consultation with all employees impacted by the proposals. Where possible, affected staff will be deployed into other parts of the business.

Gilles Normand, chief executive of Swinton, said: “We are reshaping our distribution model to ensure that we continue to meet the changing needs of our customers in an effective and efficient way.

“This change is difficult for all colleagues, especially those who are directly impacted by the proposals, but is vital if we are to remain competitive in a challenging insurance market.

“Ever since Swinton started selling insurance door-to-door 60 years ago, this business has always evolved - first via branches, then contact centres and increasingly online.

“Our approach today, which is based on a high contact strategy, no longer meets our customers’ needs.

“While branches continue to be an important part of our multi-channel business model, we need to ensure that we can interact with customers whenever, and however, they choose.

“It therefore makes sense to continually review how we operate to ensure Swinton remains fit for the future.”