Direct Line started with a single product – car insurance. And just one way for customers to buy – over the phone.
Since its launch in 1985, Direct Line’s aim has always been to put the customer first. This began with cutting out the middleman, the forms and the jargon — all revolutionary changes in insurance at the time.
It started selling car insurance from a single call centre in Croydon, with just 63 employees and one product. Speed, simplicity and a practical approach lead to 80,000 policies sold in its first year.
Providing insurance to millions of customers, we’re not just about car insurance anymore. Our customers can now buy their home, pet, travel, life, over 50s life, van, landlord, small business, breakdown, SELECT Premier insurance and car finance online or over the phone.
Our journey so far…
Where we are now
We deal with hundreds of customer claims and vehicle repairs every day.
We’re at the forefront of innovation. You can see this with our blackbox technology and other investments in future tech. We’re also sponsoring the Science Museum’s upcoming exhibition Driverless: Who is in control? which opens on 12 June 2019.
Serving our customers
We want our customers to feel safe. Whether that’s at home, on holiday, or in the car. If your pooch, diamond ring or new sofa mean something to you, then they mean something to us.
Check out our awards
As well as our defaqto ratings, we've also won a number of Consumer Intelligence Awards which highlight our exceptional customer service and care.