Direct Line

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 practi...