Over-50s holiday specialist Saga said it would target clients ‘bamboozled’ by jargon as it became the second consumer brand name to enter the legal services market.

Roger Ramsden, chief executive of Saga Services, said: ‘People want legal advice and products at a price they understand, can afford and that is agreed in advance.

‘They want a clearer idea of what it is they are paying for; legal issues are complicated and the jargon used by the industry prevents many people from understanding the process.’

The company yesterday announced it would offer a fixed-fee insurance package for unlimited legal advice, an online standard will and up to £100,000 of legal cover. The basic package starts at £30 for existing customers and £45 for others.

Saga will also provide wills and estate planning, probate and conveyancing, having agreed fee-sharing arrangements with a small number of panel firms. Parabis, which was licensed as an alternative business structure in August, will be the company’s partner for wills and probate matters, while Saga has agreed deals with two conveyancers to join its panel, with more expected to join later.

The Legal Services Board last week recommended that will-writing, probate and estate management become reserved activities under the Legal Services Act. Saga Services confirmed it has applied to the Solicitors Regulation Authority to become an alternative business structure.

Saga said it has more than 8 million people on its database, many of who feel their legal needs are not being met.

According to a survey it published of more than 9,000 people aged over 50, one in six were not sure where to go if they needed legal advice, with one-third worried about the risk of high costs.

Saga is to launch a marketing and awareness campaign in the coming months claiming that it can provide a specialised service for older clients.

The company has not ruled out extending its services to other areas of law, but has no immediate plans to widen its scope.

Karen Brenchley, Saga director of business development, said there was no risk to the Saga brand from using third-party providers. ‘It’s all about due diligence and making sure our partners work to the same standards,’ she said. ‘There will be careful monitoring.’