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.
Show more
HQLeeds, GB
Direct Line was founded in 2002 and is headquartered in Leeds, GB
Report incorrect company information

Viewing summary data as a guest

Sign up for free to see all data

Direct Line Office Locations

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

Direct Line Financials and Metrics

Summary Metrics

Founding Date


Direct Line Revenue

Direct Line's revenue was reported to be £3.49 b in FY, 2017
GBPFY, 2001FY, 2002FY, 2003FY, 2004FY, 2005FY, 2006FY, 2007FY, 2008FY, 2009FY, 2010FY, 2011FY, 2012FY, 2013FY, 2014FY, 2015FY, 2016FY, 2017



Revenue growth, %


Operating expense total



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



Accounts Receivable




Current Assets

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

Net Income


Cash From Operating Activities


Dividends Paid


Cash From Financing Activities

Show all financial metrics

Direct Line Operating Metrics

FY, 2014FY, 2015FY, 2016

In-Force Policies

16.40 m16.06 m15.88 m

In-Force Policies (Commercial)

611 k655 k675 k

In-Force Policies (Home)

3.53 m3.40 m3.40 m

In-Force Policies (Motor)

3.67 m3.70 m3.90 m
Show all operating metrics

Direct Line Revenue Breakdown

Embed Graph

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

Report incorrect company information

Direct Line Online and Social Media Presence

Embed Graph
Report incorrect company information

Direct Line News and Updates

Direct Line to International Cables Primes Virginia Businesses for Economic Success

CHESAPEAKE, Va., Oct. 17, 2018 /PRNewswire/ -- Recently, Cox Business and Globalinx, a pioneer of subsea cable infrastructure in Virginia Beach announced a strategic partnership. Feeling the impact of globalization, Virginia businesses need to compete on an international scale more than...

UK Private Landlord Insurance Market 2018 Growth, Business Opportunities, Top Key Players Airbnb, Aviva, AXA, Allianz, Hiscox, Direct Line, RSA, LV, AXA, Zurich, SPCE

UK Private Landlord Insurance Market Provides In-Depth Analysis Of Market Trends, Macro-Economic Indicators And Governing Factors Along With Market Attractiveness As Per Segments. Posted via Industry Today. Follow us on Twitter @IndustryToday

Geddes steps down from Direct Line

Direct Line chief executive Paul Geddes will step down next year, a decade into the role. During his time at the insurance group he oversaw its separation from Royal Bank of Scotland and its flotation on the London Stock Exchange, turning it into a FTSE 100 company. Chairman Mike Biggs said: "…

Direct Line profit falls; CEO to step down in 2019

Direct Line Insurance Group PLC (DLG.LN) said Wednesday that first-half net profit fell 13%, as Chief Executive Paul Geddes announced his intention to step down. The insurance company said profit for the six months ended June 30 fell to 238.8 million pounds ($313.6 million) from GBP275.5 million in …

Oh no! Churchill owner Direct Line in £50m frosty fall

Direct Line today counted the cost of Britain's icy winter and warned its top line had shrunk by five per cent in the first three months of 2018. Quarterly gross written premiums slumped from £810.3m to £769.9m. Direct Line operates its own and a host of other well-known brands, including Chur…

Oh yes! Direct Line launched to the top of the FTSE 100 leaderboard

Direct Line jumped to the top of the FTSE 100 leaderboard this lunchtime after revealing annual results will beat expectations. Shares jumped almost four per cent minutes after the announcement was made at 12pm, before losing ground but remaining two per cent up on yesterday's closing price. P…
Show more
Report incorrect company information

Direct Line Company Life and Culture

Report incorrect company information