Direct Line has maintained its brand heritage of speed, simplicity and a common-sense human touch.
A quick and straight forward customer experience
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.
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