Editing Direct Line (section)

==History==
It was founded in [[Croydon]] by [[Martin Long (businessman)|Martin Long]] and [[Peter Wood (businessman)|Peter Wood]] in 1985 as the insurance division of [[Royal Bank of Scotland]].<ref name="halifax">{{cite news | title = Halifax opens fire in motor cover war | newspaper = [[The Daily Telegraph]] | date = 10 January 2001 | url = https://www.telegraph.co.uk/finance/personalfinance/4477597/Halifax-opens-fire-in-motor-cover-war.html | location=London}}</ref>

In 1988, it started to sell home insurance. Direct Line is renowned for having transformed financial services in the United Kingdom.<ref name="CampaignDL04">(1 March 2004) [http://www.campaignlive.co.uk/article/superbrands-case-studies-direct-line/203781#jlTkuiBijM1JVxXW.99 ''Superbrands case studies: Direct Line''] {{webarchive|url=https://web.archive.org/web/20171002103004/http://www.campaignlive.co.uk/article/superbrands-case-studies-direct-line/203781 |date=2 October 2017 }} [[Campaign (magazine)|Campaign]]</ref>

The mascot had altered slightly over the years; being accompanied by a red mouse on wheels to represent the company's website in 2005, which was dropped in 2020, with another re brand leaving the phone on its own once more.<ref name=CampaignDL04 /> In September 2014, the brand worked with [[Saatchi and Saatchi]] to relaunch its advertising, which saw Hollywood actor [[Harvey Keitel]] reprise his role as the character Winston Wolfe from the 1994 film ''[[Pulp Fiction]]''.<ref>Kemp, Nicola (1 August 2016). [http://www.campaignlive.co.uk/article/case-study-direct-line-fixed-insurance-market/1404015 ''Case Study: how Direct Line fixed the insurance market''] {{webarchive|url=https://web.archive.org/web/20170709201835/http://www.campaignlive.co.uk/article/case-study-direct-line-fixed-insurance-market/1404015 |date=9 July 2017 }} [[Campaign Magazine]]</ref> The company had one million customers after eight years by June 2003.<ref>Finch, Julia (27 June 2003). [https://www.theguardian.com/business/2003/jun/27/1 Cover model - Peter Wood, the founder of Direct Line] {{webarchive|url=https://web.archive.org/web/20140911114510/http://www.theguardian.com/business/2003/jun/27/1 |date=11 September 2014 }} [[The Guardian]]</ref>

The innovations extended into the 2000s with the launch of the first online claims registration and tracking facility in the United Kingdom for its motor insurance customers in 2001, and Home Response 24 Emergency Insurance, launching in 2003.<ref name="RBSDirectLine">[https://www.rbs.com/heritage/companies/direct-line.html Royal Bank of Scotland - Heritage - Companies - Direct Line] {{webarchive|url=https://web.archive.org/web/20171002103004/https://www.rbs.com/heritage/companies/direct-line.html |date=2 October 2017 }} RBS.com</ref>

In December 2024, Direct Line launched three motor insurance products on the price comparison website which are available on Compare the Market.<ref>{{cite news|last=Shaw |first=Vicky |title=Direct Line launches new motor insurance products on price comparison website |date=20 December 2024 |url=https://www.independent.co.uk/money/direct-line-launches-new-motor-insurance-products-on-price-comparison-website-b2667912.html |website=The Independent |access-date=21 December 2024}}</ref>