Since 1985 Direct Line has revolutionised the UK Insurance Industry with its radical approach to selling car insurance. In 2006, the company which is owned by the Royal Bank Of Scotland Group boasts a customer base of over 5 million customers spread across European countries such as Spain, Italy and Germany.

The success of Direct Line lies in the name and its business ethos of removing the middle man and selling direct to the public. In the mid Eighties, the telephone was the key tool of the business and today a red telephone still forms part of their logo along with a computer mouse which demonstrates how times have changed with the internet. In addition to new selling methods, the company also embarked on reducing the paperwork associated with insurance claims to give the customer a better less stressful experience.

Direct Line’s flagship product was car insurance which was quickly followed by home, breakdown, life, pets and travel insurance. Company acquisitions including Green Flag and corporate underwriting of other brands products including Tesco car insurance have all contributed to help Direct Line become a major force in the industry. Non insurance products including loans, credit cards, mortgages, pensions, ISA savings accounts and an internet car venture known as Jamjar are also part of the company’s portfolio of products and services.