They do price for the business they want (as do most insurance companies). I pay something around £280pa for £100k contents plus £15k specified items and buildings cover/rebuild costs (4 bed detached with double garage in Surrey), including over 5 years no claims. That's pretty competitive from the quotes I've had from elsewhere, though haven't tried a broker. There might be a reduction for the missus having her car insurance with them too but I can't see it being that big a reduction.