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<title>Direct Line</title>

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<span id="openzim-page-title" class="mw-page-title-main"><span class="mw-page-title-main">Direct Line</span></span>

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</style><table class="infobox ib-company vcard"><caption class="infobox-title fn org" style="font-size: 125%;">Direct Line</caption><tbody><tr><td colspan="2" class="infobox-image ib-company-logo logo"></td></tr><tr><th scope="row" class="infobox-label"><div style="display: inline-block; line-height: 1.2em; padding: .1em 0;"><a href="Trade_name" title="Trade name">Trade name</a></div></th><td class="infobox-data">Direct Line</td></tr><tr><th scope="row" class="infobox-label">Industry</th><td class="infobox-data category"><a href="Insurance" title="Insurance">Insurance</a></td></tr><tr><th scope="row" class="infobox-label">Founder</th><td class="infobox-data agent"><a href="Martin_Long_(businessman)" title="Martin Long (businessman)">Martin Long</a><br> <a href="Peter_Wood_(businessman)" title="Peter Wood (businessman)">Peter Wood</a></td></tr><tr><th scope="row" class="infobox-label">Headquarters</th><td class="infobox-data label"><a href="Bromley" title="Bromley">Bromley</a>, England</td></tr><tr><th scope="row" class="infobox-label">Products</th><td class="infobox-data"><a href="Vehicle_insurance" title="Vehicle insurance">Vehicle insurance</a>, <a href="Home_insurance" title="Home insurance">Home insurance</a>, <a href="Pet_insurance" title="Pet insurance">Pet insurance</a>, <a href="Life_insurance" title="Life insurance">Life insurance</a>, <a href="Travel_insurance" title="Travel insurance">Travel insurance</a>, <a href="Business_insurance" class="mw-redirect" title="Business insurance">Business insurance</a></td></tr><tr><th scope="row" class="infobox-label">Brands</th><td class="infobox-data"><a href="Direct_Line_for_Business" class="mw-redirect" title="Direct Line for Business">Direct Line for Business</a></td></tr><tr><th scope="row" class="infobox-label"><div style="display: inline-block; line-height: 1.2em; padding: .1em 0;">Number of employees</div></th><td class="infobox-data"><10,000</td></tr><tr><th scope="row" class="infobox-label"><a href="Parent_company" class="mw-redirect" title="Parent company">Parent</a></th><td class="infobox-data"><a href="Direct_Line_Group" title="Direct Line Group">Direct Line Group</a></td></tr><tr><th scope="row" class="infobox-label">Website</th><td class="infobox-data"><span class="url"><a rel="nofollow" class="external text" href="https://www.directline.com">www<wbr>.directline<wbr>.com</a></span></td></tr></tbody></table>

<p><b>Direct Line</b> is an <a href="Insurance" title="Insurance">insurance</a> company based in <a href="Bromley" title="Bromley">Bromley</a>, England. Founded in 1985, as the country's first direct car insurance company, it has since expanded to offer a range of general insurance products. Its policies are underwritten by the regulated subsidiary UK Insurance Limited, and it is owned by the <a href="Direct_Line_Group" title="Direct Line Group">Direct Line Group</a>.

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<div class="mw-heading mw-heading2"><h2 id="History">History</h2></div>

<p>It was founded in <a href="Croydon" title="Croydon">Croydon</a> by <a href="Martin_Long_(businessman)" title="Martin Long (businessman)">Martin Long</a> and <a href="Peter_Wood_(businessman)" title="Peter Wood (businessman)">Peter Wood</a> in 1985 as the insurance division of <a href="Royal_Bank_of_Scotland" title="Royal Bank of Scotland">Royal Bank of Scotland</a>.<sup id="cite_ref-halifax_1-0" class="reference"><a href="#cite_note-halifax-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup>

</p><p>In 1988, it started to sell home insurance. Direct Line is renowned for having transformed financial services in the United Kingdom.<sup id="cite_ref-CampaignDL04_2-0" class="reference"><a href="#cite_note-CampaignDL04-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup>

</p><p>The mascot had altered slightly over the years; being accompanied by a red mouse on wheels to represent the company's website in 2005, which was dropped in 2020, with another re brand leaving the phone on its own once more.<sup id="cite_ref-CampaignDL04_2-1" class="reference"><a href="#cite_note-CampaignDL04-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> In September 2014, the brand worked with <a href="Saatchi_and_Saatchi" class="mw-redirect" title="Saatchi and Saatchi">Saatchi and Saatchi</a> to relaunch its advertising, which saw Hollywood actor <a href="Harvey_Keitel" title="Harvey Keitel">Harvey Keitel</a> reprise his role as the character Winston Wolfe from the 1994 film <i><a href="Pulp_Fiction" title="Pulp Fiction">Pulp Fiction</a></i>.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> The company had one million customers after eight years by June 2003.<sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup>

</p><p>The innovations extended into the 2000s with the launch of the first online claims registration and tracking facility in the United Kingdom for its motor insurance customers in 2001, and Home Response 24 Emergency Insurance, launching in 2003.<sup id="cite_ref-RBSDirectLine_5-0" class="reference"><a href="#cite_note-RBSDirectLine-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup>

</p><p>In December 2024, Direct Line launched three motor insurance products on the price comparison website which are available on Compare the Market.<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup>

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<div class="mw-heading mw-heading2"><h2 id="Controversy">Controversy</h2></div>

<p>In January 2012, Direct Line, along with sister company <a href="Churchill_Insurance" title="Churchill Insurance">Churchill Insurance</a>, was fined £2.17m by the <a href="Financial_Services_Authority" title="Financial Services Authority">FSA</a>, after being found guilty of altering complaints files.<sup id="cite_ref-fsafn_7-0" class="reference"><a href="#cite_note-fsafn-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup>

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<div class="mw-heading mw-heading2"><h2 id="Awards">Awards</h2></div>

<p>Direct Line has won a number of awards including:

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<ul><li>Financial Services Forum Awards 2016: Advertising; Customer Experience; Customer Loyalty and Retention, Judges' Special Award for Marketing Excellence.<sup id="cite_ref-8" class="reference"><a href="#cite_note-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup></li>

<li>YourMoney.com Awards 2016: Direct Winners – Best Direct Car Insurance Provider<sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup></li>

<li>Your Money Awards 2015: Direct Winners – Best Direct Car Insurance Provider<sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup></li></ul>

<div class="mw-heading mw-heading2"><h2 id="Rebranding">Rebranding</h2></div>

<p>In Italy and Germany, Direct Line was acquired by MAPFRE Group in September 2014, and re branded to Verti in January 2017.<sup id="cite_ref-11" class="reference"><a href="#cite_note-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> Verti is a brand owned by MAPFRE Group, operating in Italy, Germany, Spain and the United States.<sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup>

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<div class="mw-heading mw-heading2"><h2 id="References">References</h2></div>

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</style><cite class="citation news cs1"><a rel="nofollow" class="external text" href="https://www.telegraph.co.uk/finance/personalfinance/4477597/Halifax-opens-fire-in-motor-cover-war.html">"Halifax opens fire in motor cover war"</a>. <i><a href="The_Daily_Telegraph" title="The Daily Telegraph">The Daily Telegraph</a></i>. London. 10 January 2001.</cite></span>

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<li id="cite_note-CampaignDL04-2"><span class="mw-cite-backlink">^ <a href="#cite_ref-CampaignDL04_2-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-CampaignDL04_2-1"><sup><i><b>b</b></i></sup></a></span> <span class="reference-text">(1 March 2004) <a rel="nofollow" class="external text" href="http://www.campaignlive.co.uk/article/superbrands-case-studies-direct-line/203781#jlTkuiBijM1JVxXW.99"><i>Superbrands case studies: Direct Line</i></a> <a rel="nofollow" class="external text" href="https://web.archive.org/web/20171002103004/http://www.campaignlive.co.uk/article/superbrands-case-studies-direct-line/203781">Archived</a> 2 October 2017 at the <a href="Wayback_Machine" title="Wayback Machine">Wayback Machine</a> <a href="Campaign_(magazine)" title="Campaign (magazine)">Campaign</a></span>

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<li id="cite_note-3"><span class="mw-cite-backlink"><b><a href="#cite_ref-3">^</a></b></span> <span class="reference-text">Kemp, Nicola (1 August 2016). <a rel="nofollow" class="external text" href="http://www.campaignlive.co.uk/article/case-study-direct-line-fixed-insurance-market/1404015"><i>Case Study: how Direct Line fixed the insurance market</i></a> <a rel="nofollow" class="external text" href="https://web.archive.org/web/20170709201835/http://www.campaignlive.co.uk/article/case-study-direct-line-fixed-insurance-market/1404015">Archived</a> 9 July 2017 at the <a href="Wayback_Machine" title="Wayback Machine">Wayback Machine</a> <a href="Campaign_Magazine" class="mw-redirect" title="Campaign Magazine">Campaign Magazine</a></span>

</li>

<li id="cite_note-4"><span class="mw-cite-backlink"><b><a href="#cite_ref-4">^</a></b></span> <span class="reference-text">Finch, Julia (27 June 2003). <a rel="nofollow" class="external text" href="https://www.theguardian.com/business/2003/jun/27/1">Cover model - Peter Wood, the founder of Direct Line</a> <a rel="nofollow" class="external text" href="https://web.archive.org/web/20140911114510/http://www.theguardian.com/business/2003/jun/27/1">Archived</a> 11 September 2014 at the <a href="Wayback_Machine" title="Wayback Machine">Wayback Machine</a> <a href="The_Guardian" title="The Guardian">The Guardian</a></span>

</li>

<li id="cite_note-RBSDirectLine-5"><span class="mw-cite-backlink"><b><a href="#cite_ref-RBSDirectLine_5-0">^</a></b></span> <span class="reference-text"><a rel="nofollow" class="external text" href="https://www.rbs.com/heritage/companies/direct-line.html">Royal Bank of Scotland - Heritage - Companies - Direct Line</a> <a rel="nofollow" class="external text" href="https://web.archive.org/web/20171002103004/https://www.rbs.com/heritage/companies/direct-line.html">Archived</a> 2 October 2017 at the <a href="Wayback_Machine" title="Wayback Machine">Wayback Machine</a> RBS.com</span>

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<li id="cite_note-6"><span class="mw-cite-backlink"><b><a href="#cite_ref-6">^</a></b></span> <span class="reference-text"><cite id="CITEREFShaw2024" class="citation news cs1">Shaw, Vicky (20 December 2024). <a rel="nofollow" class="external text" href="https://www.independent.co.uk/money/direct-line-launches-new-motor-insurance-products-on-price-comparison-website-b2667912.html">"Direct Line launches new motor insurance products on price comparison website"</a>. <i>The Independent</i><span class="reference-accessdate">. Retrieved <span class="nowrap">21 December</span> 2024</span>.</cite></span>

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<li id="cite_note-fsafn-7"><span class="mw-cite-backlink"><b><a href="#cite_ref-fsafn_7-0">^</a></b></span> <span class="reference-text"><cite id="CITEREFJill_Treanor2012" class="citation news cs1">Jill Treanor (18 January 2012). <a rel="nofollow" class="external text" href="https://www.theguardian.com/business/2012/jan/18/churchill-direct-line-fsa-fine">"Churchill and Direct Line fined £2.1m by FSA"</a>. <i><a href="The_Guardian" title="The Guardian">The Guardian</a></i>. <a rel="nofollow" class="external text" href="https://web.archive.org/web/20140413132256/http://www.theguardian.com/business/2012/jan/18/churchill-direct-line-fsa-fine">Archived</a> from the original on 13 April 2014<span class="reference-accessdate">. Retrieved <span class="nowrap">18 January</span> 2012</span>.</cite></span>

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<li id="cite_note-8"><span class="mw-cite-backlink"><b><a href="#cite_ref-8">^</a></b></span> <span class="reference-text"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://www.thefsforum.co.uk/app/uploads/2016/12/FSFAwardWinners2016.pdf">"FSForum Awards for Marketing Effectiveness"</a> <span class="cs1-format">(PDF)</span>.</cite></span>

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<li id="cite_note-9"><span class="mw-cite-backlink"><b><a href="#cite_ref-9">^</a></b></span> <span class="reference-text">(22 August 2016). <a rel="nofollow" class="external text" href="http://www.yourmoney.com/awards/money-awards-2016-direct-winners/">YourMoney.com Awards 2016: Direct winners</a> <a rel="nofollow" class="external text" href="https://web.archive.org/web/20170706044229/http://www.yourmoney.com/awards/money-awards-2016-direct-winners/">Archived</a> 6 July 2017 at the <a href="Wayback_Machine" title="Wayback Machine">Wayback Machine</a></span>

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<li id="cite_note-10"><span class="mw-cite-backlink"><b><a href="#cite_ref-10">^</a></b></span> <span class="reference-text">(17 August 2015). <a rel="nofollow" class="external text" href="http://www.yourmoney.com/awards/your-money-awards-2015-direct-winners/">Your Money Awards 2015: Direct winners</a> <a rel="nofollow" class="external text" href="https://web.archive.org/web/20160802005633/http://www.yourmoney.com/awards/your-money-awards-2015-direct-winners/">Archived</a> 2 August 2016 at the <a href="Wayback_Machine" title="Wayback Machine">Wayback Machine</a></span>

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<li id="cite_note-11"><span class="mw-cite-backlink"><b><a href="#cite_ref-11">^</a></b></span> <span class="reference-text"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://noticias.mapfre.com/en/mapfre-adquisition-directlinea/">"MAPFRE closes acquisition of Direct Line in Italy and Germany after obtaining authorization from regulatory bodies"</a>.</cite></span>

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<li id="cite_note-12"><span class="mw-cite-backlink"><b><a href="#cite_ref-12">^</a></b></span> <span class="reference-text"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="http://www.expansion.com/empresas/2017/10/22/59ec7a9d22601d46118b45cf.html">"Mapfre ultima el lanzamiento de Verti, su filial digital, en EEUU"</a>. 22 October 2017.</cite></span>

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<div class="mw-heading mw-heading2"><h2 id="External_links">External links</h2></div>

<ul><li><a rel="nofollow" class="external text" href="https://www.directline.com">Official website</a></li></ul>

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</style><div id="NatWest_Group728" style="font-size:114%;margin:0 4em"><a href="NatWest_Group" title="NatWest Group"><span class="tmp-color" style="color:#FFFFFF">NatWest Group</span></a></div></th></tr><tr><th scope="row" class="navbox-group" style="background:#5f298c; color:#FFFFFF;width:1%">Retail banking</th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em">

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<ul><li><a href="Sabadell_Solbank" title="Sabadell Solbank">Banco NatWest España</a></li>

<li><a href="Deutsche_Westminster_Bank" class="mw-redirect" title="Deutsche Westminster Bank">Deutsche Westminster Bank</a></li>

<li><a href="District_Bank" title="District Bank">District Bank</a></li>

<li><a href="Fuller%2C_Banbury%2C_Nix_%26_Co" title="Fuller, Banbury, Nix & Co">Fuller, Banbury, Nix & Co</a></li>

<li><a href="Grindlays_Bank" title="Grindlays Bank">Grindlays Bank</a></li>

<li><a href="International_Westminster_Bank" title="International Westminster Bank">International Westminster Bank</a></li>

<li><a href="Lloyds_%26_National_Provincial_Foreign_Bank" class="mw-redirect" title="Lloyds & National Provincial Foreign Bank">Lloyds & National Provincial Foreign Bank</a></li>

<li><a href="Lombard_Bank" title="Lombard Bank">Lombard Bank</a></li>

<li><a href="National_Provincial_Bank" title="National Provincial Bank">National Provincial Bank</a></li>

<li><a href="National_Westminster_Bank_of_Canada" title="National Westminster Bank of Canada">National Westminster Bank of Canada</a></li>

<li><a href="National_Westminster_Bank_USA" title="National Westminster Bank USA">National Westminster Bank USA</a></li>

<li><a href="Bridgepoint_Group" title="Bridgepoint Group">NatWest Equity Partners</a></li>

<li><a href="Smith's_Bank" title="Smith's Bank">Smith's Bank</a></li>

<li><a href="Westminster_Bank" title="Westminster Bank">Westminster Bank</a></li>

<li><a href="Worldpay_Group" title="Worldpay Group">Worldpay</a></li></ul>

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<ul><li><a href="Adam_and_Company" title="Adam and Company">Adam and Company</a></li>

<li><a href="Child_%26_Co." title="Child & Co.">Child & Co.</a></li></ul>

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<ul><li><a href="Citizens_Financial_Group" title="Citizens Financial Group">Citizens Financial Group</a></li>

<li><a href="National_Commercial_Bank_of_Scotland" title="National Commercial Bank of Scotland">National Commercial Bank of Scotland</a>

<ul><li><a href="Commercial_Bank_of_Scotland" title="Commercial Bank of Scotland">Commercial Bank of Scotland</a></li>

<li><a href="National_Bank_of_Scotland" title="National Bank of Scotland">National Bank of Scotland</a></li></ul></li>

<li><a href="Tesco_Bank" title="Tesco Bank">Tesco Personal Finance</a></li>

<li><a href="The_One_account" title="The One account">The One account</a></li>

<li><a href="Williams_%26_Glyn's_Bank" title="Williams & Glyn's Bank">Williams & Glyn's Bank</a>

<ul><li><a href="Glyn%2C_Mills_%26_Co." title="Glyn, Mills & Co.">Glyn, Mills & Co.</a>

<ul><li><a href="A_Ruffer_%26_Sons" title="A Ruffer & Sons">A Ruffer & Sons</a></li></ul></li>

<li><a href="Williams_Deacon's_Bank" title="Williams Deacon's Bank">Williams Deacon's Bank</a></li></ul></li></ul>

</div></td></tr><tr><th scope="row" class="navbox-group" style="background:#5f298c; color:#FFFFFF;width:1%">Other</th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em">

<ul><li><a href="Angel_Trains" title="Angel Trains">Angel Trains</a></li>

<li><a href="Direct_Line_Group" title="Direct Line Group">Direct Line Group</a>

<ul>

<li><a href="Churchill_Insurance" title="Churchill Insurance">Churchill Insurance</a></li>

<li><a href="Green_Flag" title="Green Flag">Green Flag</a></li>

<li><a href="Privilege_(insurance_company)" title="Privilege (insurance company)">Privilege</a></li></ul></li></ul>

</div></td></tr></tbody></table><div></div></td></tr></tbody></table><div></div></td></tr><tr><th scope="row" class="navbox-group" style="background:#5f298c; color:#FFFFFF;width:1%">Board of directors</th><td class="navbox-list-with-group navbox-list navbox-odd" style="width:100%;padding:0"><div style="padding:0 0.25em">

<ul><li><a href="Richard_Haythornthwaite" title="Richard Haythornthwaite">Richard Haythornthwaite</a> (Chairman)</li>

<li><a href="Paul_Thwaite" title="Paul Thwaite">Paul Thwaite</a> (Chief Executive)</li></ul>

</div></td></tr><tr><th scope="row" class="navbox-group" style="background:#5f298c; color:#FFFFFF;width:1%">Trade union</th><td class="navbox-list-with-group navbox-list navbox-even" style="width:100%;padding:0"><div style="padding:0 0.25em">

<ul><li><a href="NatWest_Staff_Association" title="NatWest Staff Association">NatWest Staff Association</a></li></ul>

</div></td></tr><tr><td class="navbox-abovebelow" colspan="2" style="background:#5f298c; color:#FFFFFF"><div>

<ul><li><b>Annual group revenue</b>: £14.7 billion <a href="Pound_sterling" title="Pound sterling"><span class="tmp-color" style="color:#FFFFFF">GBP</span></a> (2023)</li>

<li><b>Employees</b>: 61,500</li>

<li><b>Stock symbol</b>: <a href="London_Stock_Exchange" title="London Stock Exchange">LSE</a>: <a rel="nofollow" class="external text" href="https://www.londonstockexchange.com/stock/NWG//">NWG</a></li>

<li><b>Website</b>: <span class="url"><a rel="nofollow" class="external text" href="https://www.natwestgroup.com"><span class="tmp-color" style="color:#FFFFFF">www.natwestgroup.com</span></a></span></li></ul>

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This article is issued from <a class="external text" title="Last edited on 2025-03-30" href="https://en.wikipedia.org/wiki/?title=Direct_Line&oldid=1283087798">Wikipedia</a>. The text is available under <a class="external text" href="https://creativecommons.org/licenses/by-sa/4.0/deed.en">Creative Commons Attribution-Share Alike 4.0</a> unless otherwise noted. Additional terms may apply for the media files.

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