Our vision is to create a world where insurance is personal, inclusive and a force for good. Our purpose is to help people carry on with their lives, giving them peace of mind now and in the future.

Our proposition

To build an insurance company of the future with technology and data at its core, adapting to an ever changing world to deliver. more for customers 


We are Britain’s leading personal motor insurer measured by in-force policies1, mainly represented through our well-known brands Direct Line, Churchill, Privilege, and our new Darwin brand,and also through our partners.                


We are one of Britain’s leading personal home insurers measured by in-force policies1. We reach our customers by selling home insurance products through our brands Direct Line, Churchill and Privilege, and our partners RBS and NatWest.

Rescue and other personal lines

We are one of the leading providers of rescue, travel and pet insurance in the UK. Green Flag is the third largest roadside recovery provider2. We are also the second largest travel and the fourth largest pet insurer3, as well as providing insurance for mid-to-high-net worth customers.                                                                                                                    


We protect commercial businesses through our brands, NIG, Direct Line for Business and Churchill. NIG sell products exclusively through brokers operating across the UK, whilst Direct Line for Business sell insurance policies direct via phone and online and Churchill sell insurance policies direct via phone, online and through price comparison websites (“PCWs”).

Financial Data Source: Direct Line Insurance Group plc Preliminary Results 2020

1. Includes Direct Line, Churchill, Privilege, Darwin and partner brands: RBS, NatWest, © Ipsos MORI Financial Research Survey (FRS) six months ended January 2021, 14,000 adults (aged 16+) surveyed across Great Britain. Interviews were conducted online and by telephone, and weighted to reflect the overall profile of the population.
2. Mintel Vehicle Recovery – UK, September 2020.
3. Mintel Pet Insurance August 2020 & Mintel Travel Insurance February 2021.