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Direct Line slashes marketing spend after price comparison launch

Direct Line slashes marketing spend after price comparison launch

The insurance giant, which claims it has been “overly focused” on direct channels, is slashing marketing spend and putting its flagship Direct Line brand on price comparison sites for the first time.

Direct Line is to launch price comparison sites for the first time after new CEO Adam Winslow launched a major review of the group’s strategy.

“We’ve historically placed too much emphasis on our strengths in the direct channel, and we haven’t created a clear path to win in the PCW channel,” Trump told investors at the group’s capital markets day meeting today (July 10).

Also speaking was Lucy Johnson, managing director of the motor business at Direct Line Group. She claimed that the main reason Direct Line Group’s share of the motor insurance market had fallen in recent years was poor customer acquisition performance.

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