Direct Line Group launches car insurance on price comparison websites

Direct Line Group has introduced three new Direct Line-branded motor insurance products on Compare the Market, marking its debut on price comparison platforms. The move aligns with the company’s 2024 strategic plan and targets the 90% of UK motor insurance customers who purchase policies via these channels.

The products—Essentials, Standard, and Premium—are tailored for price comparison sites, offering distinct cover options and a digital-only service model, except for claims which retain telephone support. DLG will continue offering its direct-to-consumer products with full online and telephone service.

The launch is part of DLG’s broader plan to expand these offerings to other comparison websites in 2025, providing customers with more flexibility and access to their preferred purchasing channels.