The service, which is being offered to the travel trade via a white label, enables consumers to choose the best travel cover from a number of insurance brands.
The product is online as well as backed up by a call-centre. All technology has been developed by an in-house team at Drakefield.
Consumers can browse insurance policies by price or cover options from a range of brands including the AA, Admiral, Elephant, Go Travel Insurance and 1Stop Travel Insurance – both Drakefield products – and Etravelinsurance.co.uk.
Whichpolicy.co.uk said it was selecting which brands could participate by using consumer-focused criteria to ensure transparency of product and prices.
The launch of the site is supported by a two-week television campaign of 30-second slots running initially until 28 January, although there is an option to continue until Easter.
Drakefield chief executive Christian Young said the trade white label version was a managed solution which could include any brands stipulated by the travel company.
It is hoped the service will encourage more people to seek cover by enabling them to compare multiple policies simultaneously.