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.
Leeds, GB
Size (employees)
10,310 (est)
Direct Line was founded in 2002 and is headquartered in Leeds, GB

Direct Line Office Locations

Direct Line has offices in Leeds, Croydon, Manchester, London and in 11 other locations
Leeds, GB (HQ)
Neville St The Wharf
Show all (15)

Direct Line Data and Metrics

Direct Line Financial Metrics

Direct Line's revenue was reported to be £3.3 b in FY, 2016 which is a 2% increase from the previous period.

Revenue (FY, 2016)

3.3 b

Revenue growth (FY, 2015 - FY, 2016), %


Net income (FY, 2016)

278.8 m

Market capitalization (24-Jul-2017)

5 b

Closing share price (24-Jul-2017)


Cash (31-Dec-2016)

1.2 b
Direct Line's current market capitalization is £5 b.
GBPFY, 2013FY, 2014FY, 2015FY, 2016


3.5 b3.3 b3.3 b3.3 b

Revenue growth, %


Pre tax profit

407.3 m456.8 m507.5 m353 m

Net Income

310.8 m359.3 m399.2 m278.8 m
GBPFY, 2013FY, 2014FY, 2015FY, 2016


908.3 m880.4 m963.7 m1.2 b

Accounts Receivable

2.1 b1.8 b2 b2.4 b

Current Assets

10.6 b8.8 b8.7 b8.9 b


667.5 m1.9 b742.6 m716.8 m


500.1 m517.5 m524.8 m508.9 m

Total Assets

11.8 b11.2 b10 b10.1 b

Accounts Payable

6.6 b5.4 b5.8 b4.8 b

Current Liabilities

9 b8.3 b7.2 b7.5 b

Total Liabilities

9 b8.4 b7.3 b7.6 b

Retained Earnings

70.1 m(28.5 m)(85.6 m)(171.8 m)

Total Equity

2.8 b2.8 b2.6 b2.5 b

Financial Leverage

4.2 x4 x3.8 x4 x
GBPFY, 2013FY, 2014FY, 2015FY, 2016

Cash From Operating Activities

126 m710.5 m545.2 m862.4 m

Cash From Financing Activities

(544.7 m)(443.4 m)722 m(528.4 m)

Income Taxes Paid

(96.5 m)(97.5 m)(108.3 m)(74.2 m)
Y, 2016

Financial Leverage

4 x

Direct Line Operating Metrics

Direct Line's Customers was reported to be 10 m in 2017
FY, 2014FY, 2015FY, 2016Y, 2017

In-Force Policies

16.4 m16.06 m15.88 m

In-Force Policies (Motor)

3.67 m3.7 m3.9 m

In-Force Policies (Home)

3.53 m3.4 m3.4 m

In-Force Policies (Life Insurance)

8.59 m8.3 m7.9 m

In-Force Policies (Commercial)

611 k655 k675 k


10 m

    Direct Line Market Value History

    Direct Line Revenue Breakdown

    Traffic Overview of Direct Line

    Direct Line Online and Social Media Presence

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