About Direct Line Group
Direct Line Group is a Financial Services company based in Bromley (United Kingdom) founded in 2012, and was acquired by Aviva in December 2024. Provider of insurance services. Its website directlinegroup.co.uk draws about 30 thousand monthly visits. Direct Line Group offers products and services including Direct Line Insurance, Churchill Insurance, Green Flag, DLG Auto Services, and DLG Legal Services. Its focus areas include Insurance Carriers and Diversified. Its legal entity is DIRECT LINE INSURANCE GROUP PLC. Its competitors include Aviva, RAC and Lloyd’s; 2 of its 3 listed competitors have raised funding.
Company details
Direct Line Group was formed in 2012 and is based in Bromley, United Kingdom, within the insurance sector. Brands such as Direct Line, Churchill, and Green Flag are included in its portfolio. Coverage is extended to motor, home, pet, travel, life, cycling, landlord, and business areas. Operations focus on the UK market, serving a range of personal and commercial clients through established channels.
- Headquarters Bromley, United Kingdom
- Stage Acquired
- SectorsFinancial Services
- Website category Finance · Insurance
- Email••••••••
- Website directlinegroup.co.uk
- Social LinkedIn X
- Acquired by Ageas (Feb 2024)
- Legal Name Direct Line Insurance Group Plc
- Date of Incorporation 26 Jul, 1988
- Jurisdiction BROMLEY, KENT
Products & Services of Direct Line Group
Direct Line Group offers a comprehensive portfolio of products and services, including Direct Line Insurance, Churchill Insurance, Green Flag, DLG Auto Services, and DLG Legal Services.
Provides motor and home insurance coverage
Delivers comprehensive insurance products
Offers roadside assistance and recovery services
Supports automotive-related insurance needs
Provides legal assistance for insurance claims
Investors in Direct Line Group
Direct Line Group has secured backing from 2 investors, including institutional investors. Prominent investors backing the company include Aviva and Ageas.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Insurance in property, casualty, life, and pensions is offered worldwide. | 1824 | ageas.com | Brussels, Belgium | |
Insurance and asset management services are offered in multiple regions. | 1696 | aviva.com | London, United Kingdom |
Investor details for Direct Line Group
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People of Direct Line Group
320 people are tracked at Direct Line Group (77 in leadership, 5 in board & advisors, 238 in team).
| Name | Role | Group |
|---|---|---|
Peter Foulger | Head Of Real Estate | Leadership |
Steve Hubbard | Head Of Channels Delivery & Transformation | Leadership |
David Winter | Interim Head Of Data | Leadership |
Brett Lamond | Non-financial Risk Director | Leadership |
Jenny Walsh | Head Of Finance Business Partnering, Motor | Leadership |
Anna Thomas | Head Of Legal (personal Lines, Commercial & Finance) | Leadership |
Cheryl Austin | Head Of Finance Change Delivery | Leadership |
Sally Weir | Director - Sales & Service | Leadership |
Jessica Jones | Leadership And Talent Partner | Leadership |
Gary Kenney | Head Of Finance Operations And Change | Leadership |
Stuart Stevens | Head Of Intel, Head Of Policy And Commercial Validation | Leadership |
Paul Waters | Senior Finance Business Partner - DLG Auto Services | Leadership |
Chris Solimo | Head Of Data Engineering | Leadership |
Ian Davis | Head Of Payroll | Leadership |
Ruchita Khatri | Finance Business Partner | Leadership |
Matt Richardson | Head Of Business Change & Automation | Leadership |
Colin A. | Motor Manufacturing Director | Leadership |
Gunnar Peters | Head Of Motor In Life And Renewal | Leadership |
Damon Jowett | Director Of Roadside And Network Services | Leadership |
Steve Redman | Head Of Documents & Change Delivery | Leadership |
300 more people are available in the full profile.
Complete people profiles for Direct Line Group
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Competitors of Direct Line Group
Direct Line Group has 3 listed competitors in our database, 2 of them funded. They include Aviva, RAC and Lloyd’s.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| aviva.com | 1696 | London, United Kingdom | 27,873 | Insurance and asset management services are offered in multiple regions. | ||
| rac.co.uk | 1897 | Walsall, United Kingdom | $20.37M | 410 | Vehicle parts and accessories are sold via an online platform. | |
| lloyds.com | 1688 | London, United Kingdom | $500M | Insurance carrier services are provided globally by Lloyd’s. |
Detailed competitors of Direct Line Group
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Web traffic of Direct Line Group
The website of Direct Line Group (directlinegroup.co.uk) receives about 30K visits a month and ranks #1,225,228 among all websites worldwide, #4,816 in Insurance.
- Monthly visits30K
▲ 16% vs previous month
- Unique visitors11.7K
per month
- Global rank#1,225,228
among all websites
- Category rank#4,816
Finance · Insurance
- Bounce rate51%
- Pages per visit1.4
- Average visit17 sec
- DevicesDesktop 27% · Mobile 73%
Websites whose visitors overlap most with Direct Line Group. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| ardonagh.com | 100% | 7.8K | #1,828,336 | View details | |
| coveainsurance.co.uk | 98% | 680.7K | #1,356,269 | View details | |
| yulife.com | 97% | 55K | #524,200 | View details | |
onecallinsurance.co.uk | onecallinsurance.co.uk | 96% | #120,714 | – | |
gogirl.co.uk | gogirl.co.uk | 96% | #392,975 | – | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 21 similar websites and full traffic analytics for Direct Line Group
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Top companies in Insurance & Risk Management
2 companies that operate in the same segment as Direct Line Group (Insurance & Risk Management) in United Kingdom, ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
Vehicle parts and accessories are sold via an online platform. | 1897 | Walsall, West Midlands, United Kingdom | USD 20.37 M | |||
Insurance and asset management services are offered in multiple regions. | 1696 | London, England, United Kingdom | USD 78.79 B | 29,090 |
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Related news about Direct Line Group
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Frequently Asked Questions about Direct Line Group
Direct Line Group was founded in 2012.
Direct Line Group is headquartered in Bromley, United Kingdom. It is registered at Bromley, England, United Kingdom.
Direct Line Group was formed in 2012 and is based in Bromley, United Kingdom, within the insurance sector. Brands such as Direct Line, Churchill, and Green Flag are included in its portfolio. Coverage is extended to motor, home, pet, travel, life, cycling, landlord, and business areas. Operations focus on the UK market, serving a range of personal and commercial clients through established channels.
Direct Line Group offers Direct Line Insurance, Churchill Insurance, Green Flag, DLG Auto Services, and DLG Legal Services.
Direct Line Group operates through Direct Line Insurance Group Plc.
Yes. Direct Line Group was acquired by Ageas in February 2024.