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Direct Line insurance brand will be available on price comparison sites

Direct Line insurance brand will be available on price comparison sites

Insurance brand Direct Line will start broadcasting on price comparison sites for the first time in its history.

Direct Line, which has been telling customers for years that it does not take part in price comparison sites, said on Wednesday that 90% of consumers visit price comparison sites when making insurance decisions.

Direct Line has announced that it will launch on price comparison sites with a new suite of motor insurance products planned to be launched “in due course”.

The insurer said this will increase choice for consumers and expand its product range, making it easier for consumers to buy insurance through their preferred method.

The new products will be specifically designed for price comparison websites and will offer customers purchasing cover directly from insurers different levels of cover and features compared to the Direct Line motor insurance offering.

Adam Winslow, CEO of Direct Line Group, said: “We are excited to offer Direct Line branded insurance products on price comparison websites. This reinforces our ambition to be the insurer of choice for customers.”

“This marks the start of a new chapter in our mission to make insurance simple and accessible to everyone.

“Our presence on these platforms will allow us to reach more customers by providing the reliable protection and service that Direct Line is renowned for, alongside our strong direct sales offering.

“If we put our strongest brand, Direct Line, on price comparison sites where we know there is a receptive audience, we will see Direct Line shake up the motor insurance market once again.”