Editing Direct Line

{{Short description|British insurance company}}
{{EngvarB|date=October 2017}}
{{Use dmy dates|date=October 2017}}
{{Infobox company
| name = Direct Line
| logo = Direct Line logo.png
| logo_size = 
| logo_alt = 
| logo_caption = 
| logo_padding = 
| image = 
| image_size = 
| image_alt = London office
| image_caption = River Bank House, London
| trade_name = Direct Line
| traded_as = 
| industry = [[Insurance]]
| genre = 
| fate = 
| predecessor = <!-- or: | predecessors = -->
| successor = <!-- or: | successors = -->
| founded = <!-- if known: {{Start date and age|df=yes|1985|04|24}} in [[Croydon]], [[Surrey]], [[United Kingdom]] -->
| founder = [[Martin Long (businessman)|Martin Long]]<br> [[Peter Wood (businessman)|Peter Wood]]
| defunct = <!-- {{End date|df=yes|YYYY|MM|DD}} -->
| location = [[Bromley]], England
| num_locations = 
| num_locations_year = <!-- Year of num_locations data (if known) -->
| area_served = <!-- or: | areas_served = -->
| products = [[Vehicle insurance]], [[Home insurance]], [[Pet insurance]], [[Life insurance]], [[Travel insurance]], [[Business insurance]]
| brands = [[Direct Line for Business]]
| production = 
| production_year = <!-- Year of production data (if known) -->
| services = 
| revenue = 
| revenue_year = <!-- Year of revenue data (if known) -->
| operating_income = 
| income_year = <!-- Year of operating_income data (if known) -->
| net_income = <!-- or: | profit = -->
| net_income_year = <!-- or: | profit_year = --><!-- Year of net_income/profit data (if known) -->
| aum = <!-- Only for financial-service companies -->
| assets = 
| assets_year = <!-- Year of assets data (if known) -->
| equity = 
| equity_year = <!-- Year of equity data (if known) -->
| owner = <!-- or: | owners = -->
| members = 
| members_year = <!-- Year of members data (if known) -->
| num_employees = <10,000
| num_employees_year = <!-- Year of num_employees data (if known) -->
| parent = [[Direct Line Group]]
| divisions = 
| subsid = 
| website = {{url|https://www.directline.com}}
| footnotes = 
}}
'''Direct Line''' is an [[insurance]] company based in [[Bromley]], England. Founded in 1985, as the country's first direct car insurance company, it has since expanded to offer a range of general insurance products. Its policies are underwritten by the regulated subsidiary UK Insurance Limited, and it is owned by the [[Direct Line Group]].

==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>

==Controversy==
In January 2012, Direct Line, along with sister company [[Churchill Insurance]], was fined £2.17m by the [[Financial Services Authority|FSA]], after being found guilty of altering complaints files.<ref name="fsafn">{{Cite news |title=Churchill and Direct Line fined £2.1m by FSA |url=https://www.theguardian.com/business/2012/jan/18/churchill-direct-line-fsa-fine |last=Jill Treanor |work=[[The Guardian]] |date=18 January 2012 |url-status=live |archive-url=https://web.archive.org/web/20140413132256/http://www.theguardian.com/business/2012/jan/18/churchill-direct-line-fsa-fine |archive-date=13 April 2014 |access-date=18 January 2012 |df=dmy-all}}</ref>

==Awards==
Direct Line has won a number of awards including:

* Financial Services Forum Awards 2016: Advertising; Customer Experience; Customer Loyalty and Retention, Judges' Special Award for Marketing Excellence.<ref>{{Cite web |title=FSForum Awards for Marketing Effectiveness |url=https://www.thefsforum.co.uk/app/uploads/2016/12/FSFAwardWinners2016.pdf}}</ref>
* YourMoney.com Awards 2016: Direct Winners – Best Direct Car Insurance Provider<ref>(22 August 2016). [http://www.yourmoney.com/awards/money-awards-2016-direct-winners/ YourMoney.com Awards 2016: Direct winners] {{webarchive|url=https://web.archive.org/web/20170706044229/http://www.yourmoney.com/awards/money-awards-2016-direct-winners/ |date=6 July 2017 }}</ref>
* Your Money Awards 2015: Direct Winners – Best Direct Car Insurance Provider<ref>(17 August 2015). [http://www.yourmoney.com/awards/your-money-awards-2015-direct-winners/ Your Money Awards 2015: Direct winners] {{webarchive|url=https://web.archive.org/web/20160802005633/http://www.yourmoney.com/awards/your-money-awards-2015-direct-winners/ |date=2 August 2016 }}</ref>

==Rebranding==
In Italy and Germany, Direct Line was acquired by MAPFRE Group in September 2014, and re branded to Verti in January 2017.<ref>{{Cite web |title=MAPFRE closes acquisition of Direct Line in Italy and Germany after obtaining authorization from regulatory bodies |url=https://noticias.mapfre.com/en/mapfre-adquisition-directlinea/}}</ref> Verti is a brand owned by MAPFRE Group, operating in Italy, Germany, Spain and the United States.<ref>{{Cite web |title=Mapfre ultima el lanzamiento de Verti, su filial digital, en EEUU |date=22 October 2017 |url=http://www.expansion.com/empresas/2017/10/22/59ec7a9d22601d46118b45cf.html}}</ref>

==References==
<references />

==External links==
* [https://www.directline.com Official website]

{{NatWest Group}}

[[Category:1985 establishments in England]]
[[Category:British companies established in 1985]]
[[Category:Companies based in the London Borough of Bromley]]
[[Category:Direct Line Group]]
[[Category:Financial services companies established in 1985]]
[[Category:Insurance companies of the United Kingdom]]
[[Category:Royal Bank of Scotland]]
[[Category:Vehicle insurance]]