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About us

Our story

We started from scratch in the UK in April 1985 with a single product - car insurance, and just one way for our customers to buy - over the telephone.

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It was a revolutionary time as out went the middlemen, the fat commissions, the forms and the jargon. In came speed, simplicity and a common-sense of human touch.

Today we have over ten million customers and a broad range of products and services. We do business over the phone and on the Internet aiming to offer a quick and straight forward customer experience.

Starting out

  • When Direct Line first opened it's doors in 1985 there were 63 employees. There are now more than 10,000 employees.
  • Direct Line started selling car insurance from a single call centre in Croydon. Today, you can buy home, pet, travel, life, breakdown, landlord and business cover direct from us - online, or over the phone.


  • Direct Line is the UK's leading direct car insurer.
  • Direct Line provides more than 13,000 car insurance quotes daily.
  • A Direct Line policy is sold every 10 seconds.
  • A customer notifies the company of a claim every 30 seconds.

More awards


IFS award for innovation for car insurance
IFS award for corporate social responsibility, Durham police scheme
FS Forum award for innovation, car insurance
E-business award, British Insurance Awards


Car Insurer of the Year, Personal Finance Magazine
Online Motor Insurance Provider, Your Money Magazine
Direct Motor Insurance Provider, Your Money Magazine
Household Insurer, Your Mortgage Magazine
Special Achievement Award, Superbrands


Best Car Insurer, Personal Finance Magazine
Best Insurance Call Centre, Mail on Sunday (by vote)
Best Household Insurance Provider, Mortgage Magazine
Insurer/Underwriter of the Year, International Travel Insurance Journal (ITIJ)

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