Direct Line
Established in 1985, Direct Line is the UK's leading direct car insurer.
+44 345 301 4827
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.
Latest News
Jun. 25, 2026
Only 28% of Brand Equity Comes From Paid Media, New JKR and Kantar Study Finds
Kantar's data shows that only 28% of brand equity is built via paid touchpoints, with direct and indirect experience touchpoints accounting for the rest
Jun. 25, 2026
Cayman Jack Turns Return-to-Office Mandates into Margaritas this Summer
As more employees head back to the office, The Cayman Jack EOD Escape is bringing back happy hour through a first-of-its-kind immersive