Direct Line is an insurance company based in Bromley, England. Founded in 1985, as the country’s first direct car insurance company, it has since expanded to offer a range of general insurance products. Its policies are underwritten by the regulated subsidiary UK Insurance Limited, and it is owned by the Direct Line Group.
The company was also the first insurer in the United Kingdom to open its office in the evenings and weekends, and the first to offer a twenty four hour helpline. In 1988, it started to sell home insurance. Direct Line is renowned for having transformed financial services in the United Kingdom.
The company grew by advertising in the national press, television and marketing to RBS customers. It launched a long standing mascot of a red telephone on wheels in 1989, which rapidly established high levels of recall among consumers.
*Services offered by motorclaimsdirect.co.uk is an independent accident management company and not affiliated with any insurance company.