Direct Line

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Direct Line
Industry Financial services
Founded 1985
Founder Peter Wood
Headquarters Leeds, United Kingdom
Products Insurance
Parent Direct Line Group
Slogan Can Your insurance do That

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 United Kingdom, when launched by founder Peter Wood in 1985.[1] In October 2012, it became one of the main operating businesses of Direct Line Group, when that company floated on the London Stock Exchange.[2]


Direct Line offices in Croydon

Direct Line is well known in the United Kingdom 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] 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. 

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