Group Profile

Our mission is to make insurance easier and better value for our customers.

Our proposition

We have multiple brands, products and distribution channels. These enable our customers to choose the right cover to protect their cars, homes, holidays, businesses and pets.


We are Britain’s leading personal motor insurer measured by in-force policies, mainly represented through our well-known brands Direct Line, Churchill and Privilege, and also through our partners*. We insure around one in six insured cars on the road in the UK, representing 4.1 million in-force policies.                       


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

Rescue and other personal lines

We are one of the leading providers of rescue and other personal lines insurance in the UK, with 7.5 million in-force policies*. This includes providing roadside assistance and recovery for customers through Green Flag, the UK’s third largest roadside recovery provider**. We also offer customers protection for their holidays and pets, and are the second largest travel and the fourth largest pet insurer***.


We protect commercial businesses through our brands, NIG, Direct Line for Business and Churchill, and through our partners Royal Bank of Scotland and NatWest*. NIG sells its products exclusively through brokers operating across the UK. Direct Line for Business provides business, van and landlord insurance products direct to customers. Churchill sells business, landlord and van products direct to customers and through Price Comparison Websites. 


Financial Data Source: Direct Line Insurance Group plc Preliminary Results 2018

*Includes Direct Line, Churchill, Privilege and partner brands: Royal Bank of Scotland, NatWest and Prudential © GfK Financial Research Survey six months ending January 2018, 14,063 adults interviewed for motor insurance and 12,214 for home insurance.

** Mintel Vehicle Recovery – UK, September 2016

*** Mintel Pet Insurance – UK, August 2016 and Mintel Travel Insurance – UK, February 2016