We have always been conscious of our broader role in society from improving road safety to supporting the local communities where we serve. If it matters to our people, our customers and our communities, then it matters to us.

DLG Community Fund

The DLG Community Fund was set up in April 2020 in response to Covid-19 with £2.5 million donated to 200 charities supporting over 100,000 people.

Find out about some of the charities we support in Phase 1 and Phase 2 of the campaign.

A further £1 millionhas been desginated to support people and communities most affected by the pandemic. Phase three is focussing on five areas that impact public policy.

These are:

  • social mobility
  • marginalised groups
  • food poverty
  • public health.

DLG are also proud sponsors of Business in the Community’s Build Back Responsibly campaign. 

Social Mobility

The issue of Social Mobility has grown in importance over the last 18 months and as a Group we are committed to driving change that makes an impact.

In February 2020 the Group signed the Social Mobility Pledge and our CEO, Penny James  met with the founder, former Cabinet Minister, Justine Greening. The pledge is supported by several FTSE companies and calls for three areas of focus:

  • Partnerships: DLG will partner with schools or colleges to provide coaching through quality careers advice, enrichment experience and/or mentoring to people from disadvantaged backgrounds or circumstances.
  • Access: DLG will provide structured work experience and/or apprenticeship opportunities to people from disadvantaged backgrounds or circumstances.
  • Recruitment: DLG will adopt open employee recruitment practices which promotes a level playing field for people from disadvantaged backgrounds.

The Group will work with the Social Mobility Pledge to produce an Action Plan that will give people from disadvantaged backgrounds the launch pad to  ‘Get In’, ‘Get On’ and ultimately ‘Get Ahead’.   

Giving back to society


DLG formed a partnership with Mind in England and their partner charity the Scottish Association for Mental Health with the ambition of raising £100,000 which has the potential to fund 13,000 people in a time of need via Mind’s national helpline.

This year, in the wake of Covid-19, Direct Line Group announced a Community Fund designating £3.5m to provide immediate support to people in need throughout the UK. As part of that fund, Direct Line Group has announced donations of £100,000 to Mind’s Infoline and £150,000 to the charity’s emergency fund. The fund will help reach hundreds of thousands of people, helping to keep them safe and informed. 


Over the last two years over 1,000 DLG colleagues have taken part in running a sub two-hour marathon as part of our annual DLG Sprintathon to raise money for Stand Up To Cancer and Mind. 

This year due to Covid-19 the challenge was to see whether people in Bromley, Leeds or Bristol could run the fastest virtual 10k relay. One hundred people volunteered at  each site, running 100m however they can in lockdown. 

This year when combined with gift aid, DLG Cashback and corporate sponsorship, we raised over £100,000 for both Stand Up To Cancer and our charity partner Mind. 

Road safety


We continue to engage with important partners in the road safety debate, including road safety charity Brake, the Parliamentary Advisory Council for Transport Safety (“PACTS”) and the Department for Transport.

We remain a committed partner to the road safety charity Brake, campaigning throughout the year to make our streets safer.

Working with politicians our partnership has raised the profile of local campaigns leading to meaningful change in constituencies throughout the UK. Highlights this year have included the introduction of 20 mph zones near schools, reducing the speed limit on a major A road and tackling speeding on rural roads through greater law enforcement.

We celebrated the successes at Brake’s annual parliamentary reception with hundreds of Brake supporters, volunteers and parliamentarians.

Seat Belts

Over the past thirty years or so, road safety in Great Britain has improved immeasurably. As a result, most of us travel each day without injury or incident and the UK has one of the lowest rates of road casualties in the world.

And yet, each year, road casualties are officially estimated to amount to £35 billion in social and economic costs. This is the measure of the human suffering, lost production, and burden to the health and emergency services that results from those rare but catastrophic events. As well as the human costs, this adds to the insurance premium of every motorist in the UK.

In April 2019, Direct Line Group and The Parliamentary Advisory Council for Transport Safety (PACTS) have launched a report calling for the introduction of harsher penalties for those not found to be wearing a seat belt. 

Recommendations set out by Direct Line Group and The Parliamentary Advisory Council for Transport Safety include introducing three penalty points for not wearing a seat belt, greater enforcement of the seat belt law through targeted, intelligence-led measures and increasing public perception of enforcement as evidence shows that this has a significant impact on seat belt wearing.