Direct Line

From Wikipedia, the free encyclopedia
Jump to: navigation, search
Direct Line
Industry Financial services
Founded 1985
Founder Peter Wood
Headquarters Leeds, United Kingdom
Products Insurance
Parent Direct Line Group
Slogan Take the direct line

Direct Line, part of the Direct Line Group, is a company that specialises in selling insurance and other financial services sold directly to consumers by telephone and the internet.


Direct Line was the first telephone insurer in the UK when launched by founder Peter Wood in 1985.[1] It became one of the main operating businesses of Direct Line Group when that company floated on the London Stock Exchange in October 2012.[2]


Direct Line is well known in the UK for its distinctive logo - a red telephone on wheels - which is used extensively in its marketing. It operates in various overseas countries including Japan (in partnership with Yasuda Life)[3]

Direct Line offices in Croydon

and Spain (partnership with Bankinter).


  1. ^ "Halifax opens fire in motor cover war". London: The Daily Telegraph. 10 January 2001. 
  2. ^ "Direct Line IPO 'priced to go' at 175p". The Telegraph. 11 October 2012. Retrieved 20 December 2012. 
  3. ^ "Yasuda joins Direct Line on variable-risk auto insurance". The Japan Times. 1999-10-13. Retrieved 3 February 2010. 

External links[edit]