Direct Line launches on Price Comparison websites

4 min read
  • Three new Direct Line branded Motor insurance products launched
  • New products complement the existing suite of insurances sold direct, offering customers greater choice, on a channel of their choosing
  • The new Direct Line products allow customers to manage their policy digitally

Direct Line Group (“the Group”) today announced it is launching three new Direct Line branded Motor insurance products on Compare the Market, a leading price comparison website. The Group plans to expand availability of these products across other price comparison sites through the course of 2025.

The launch marks a milestone in the delivery of the Group’s strategic plan, unveiled at its Capital Markets Day in July 2024, when it was announced that Direct Line branded Motor products would be introduced onto price comparison sites, where 90 per cent of new motor insurance policies are purchased.

The launch, initially on Compare the Market, will see three new products made available, offering a range of cover options from Essentials through to Premium. These products have been specifically designed for customers purchasing through price comparison sites. They offer distinct cover features from the Motor insurance products that are also available to customers who purchase direct. One key differential is the new products provide digital only servicing, apart from claims, where a telephone service remains.

Direct Line will continue to sell products directly to consumers, providing a wide range of cover with the access to telephone and online customer service that direct customers expect and enjoy.

Adam Winslow, Chief Executive Officer at Direct Line Group commented: “It is exciting to be launching our iconic Direct Line brand on Price Comparison Websites, enabling customers to buy Direct Line motor insurance through their preferred channel. We are delivering a key pillar of our corporate strategy, demonstrating how we can move at pace to meet the changing needs of our customers.”

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For more information please contact:

Chelsey Wheeler

Deputy Head of News and Issues

[email protected]

Direct Line Insurance Group plc

Direct Line Group (DLG) is one of the UK’s leading insurance companies. The Group’s vision is to create a world where insurance is personal, inclusive and a force for good. Through its well-known brands which include Direct Line, Churchill, Privilege, Darwin, Direct Line for Business and Green Flag, DLG helps people to carry on with their lives, giving them peace of mind now and in the future. Its brands offer a wide range of general insurance products across motor, home, commercial, travel, pet and rescue, both direct to customers and through price comparison websites and it underwrites insurance products distributed by its third-party partners. The Group believes that by embracing sustainable practices it creates a better corporate culture able to provide more reliable products and bring long-term rewards for its customers, people and shareholders.