Direct Line

We started from scratch in the UK in April 1985 with a single product - car insurance, and just one way for our customers to buy - over the telephone. It was a revolutionary time as out went the middlemen, the fat commissions, the forms and the jargon. In came speed, simplicity and a common-sense of human touch. Today we have over ten million customers and a broad range of products and services. We do business over the phone and on the Internet aiming to offer a quick and straight forward customer experience. Starting out When Direct Line first opened it's doors in 1985 there were 63 employees. There are now more than 10,000 employees. Direct Line started selling car insurance from a single call centre in Croydon. Today, you can buy home, pet, travel, life, breakdown, landlord and business cover direct from us - online, or over the phone. Today Direct Line is the UK's leading direct car insurer. Direct Line provides more than 13,000 car insurance quotes daily. A Direct Line policy is sold every 10 seconds. A customer notifies the company of a claim every 30 seconds.
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HQLeeds, GB
Direct Line was founded in 2002 and is headquartered in Leeds, GB

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Direct Line Office Locations

Direct Line has offices in Leeds and Birmingham
Leeds, GB (HQ)
The Wharf, Neville St
Birmingham, US
Birmingham, AL, USA
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Direct Line Financials and Metrics

Summary Metrics

Founding Date


Direct Line Revenue

Direct Line's revenue was reported to be £3.44 b in FY, 2018 which is a 1.5% decrease from the previous period.
GBPFY, 2016FY, 2017FY, 2018



Revenue growth, %


Pre tax profit


Income tax expense

GBPFY, 2000FY, 2001FY, 2002FY, 2003FY, 2004FY, 2005FY, 2006FY, 2007FY, 2008FY, 2009FY, 2010FY, 2011FY, 2012FY, 2013FY, 2014FY, 2015FY, 2016FY, 2017FY, 2018



Accounts Receivable




Current Assets

GBPFY, 2001FY, 2002FY, 2003FY, 2004FY, 2005FY, 2006FY, 2007FY, 2008FY, 2009FY, 2010FY, 2011FY, 2012FY, 2013FY, 2014FY, 2015FY, 2016FY, 2017FY, 2018

Net Income


Cash From Operating Activities


Dividends Paid


Cash From Financing Activities

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Direct Line Operating Metrics

FY, 2014FY, 2015FY, 2016Y, 2017


10 m

In-Force Policies

16.40 m16.06 m15.88 m

In-Force Policies (Home)

3.53 m3.40 m3.40 m

In-Force Policies (Motor)

3.67 m3.70 m3.90 m
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Direct Line Revenue Breakdown

Embed Graph

Direct Line revenue breakdown by business segment: 12.4% from Rescue & Other Personal, 47.1% from Motor, 14.7% from Commercial and 25.8% from Home

Direct Line Online and Social Media Presence

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Direct Line News and Updates

EXL and Direct Line Group extend 10-year relationship to deliver insurance that is personal, inclusive and a force for good

NEW YORK, Dec. 19, 2019 (GLOBE NEWSWIRE) -- EXL (NASDAQ: EXLS), a leading Operations Management and Analytics company, today announced that it has extended its 10-year relationship with leading UK insurer Direct Line Group plc for another five years. EXL will partner with DLG on its ambitious jour…

Fox News Advertisers Get Direct Line to the Viewer-in-Chief

Fox News Advertisers Get Direct Line to the Viewer-in-Chief

Why I Always Give Customers My Direct Line (and How I Handle the Feedback Gathered)

How talking with your customer can help you make better business decisions.

Direct Line insurance added to Starling Marketplace

Starling customers can now apply directly from within the challenger bank's app for home insurance f...

Starling Bank partners with Direct Line to simplify insurance process

Challenger bank Starling has partnered with insurance firm Direct Line to allow customer account holders to use its app to [...] The post Starling Bank partners with Direct Line to simplify insurance process appeared first on CityAM.

FTSE 100 insurer Direct Line posts drop in operating profit

Direct Line posted a fall in full-year earnings this morning, with the blue-chip insurer striking a cautious tone over threats of a "disruptive Brexit". In outgoing boss Paul Geddes’ final annual results statement for Britain's largest motor insurer, operating profits dipped during the 12 months …
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Direct Line Frequently Asked Questions

  • When was Direct Line founded?

    Direct Line was founded in 2002.

  • What is Direct Line revenue?

    Latest Direct Line annual revenue is £3.4 b.

  • Who are Direct Line competitors?

    Competitors of Direct Line include The Zebra, Intact Financial and Plan Insurance Brokers.

  • Where is Direct Line headquarters?

    Direct Line headquarters is located at The Wharf, Neville St, Leeds.

  • Where are Direct Line offices?

    Direct Line has offices in Leeds and Birmingham.

  • How many offices does Direct Line have?

    Direct Line has 2 offices.