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


Best Direct Motor Insurance Provider


Britain's Most Trusted Insurance Brand,
Reader's Digest Annual Survey

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Things you need to know about Over 50s life insurance:
Premiums stop after your 90th birthday but you still enjoy cover for the rest of your life. In the first year, if you die from natural causes we will refund any premiums, or if you die as a result of an accident, we will pay your cash sum. After the first year regardless of the cause of death we will pay your cash sum. Depending on how long you live, the total sum paid in premiums may be more than the cash sum payable on death. If you stop paying your premiums before the end of your policy your cover will stop 30 days after your missed premium and you won’t get anything back. This isn’t a savings or investment product and has no cash value unless a valid claim is made. Inflation will reduce the buying power of your cash sum in the future.

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