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