Direct Line to launch flagship brand on PCWs for first time

Alex Sword


The Financial Services Forum

The Direct Line brand is set to launch on price comparison websites (PCWs) for the first time, as the insurer looks to revamp its strategy.

The brand will launch a new suite of motor insurance products that are specially designed for the websites, offering different cover levels and features to what is offered directly.

Direct Line hopes to increase the visibility of products and improve the convenience of the purchase experience, as 90% of customers visit PCWs when choosing insurance.

The move is a major shift for the insurer, which has continued to focus on brand building and emphasising its direct-to-consumer offering. Direct Line does already feature certain brands such as Churchill and Privilege on price comparison websites, but this will be the first time the flagship brand has been featured.

This comes as Direct Line has increasingly shifted its marketing efforts away from big brand cinematics to targeting using data.

Adam Winslow, Chief Executive Officer of Direct Line Group, said: “We are thrilled to launch Direct Line branded insurance products on price comparison websites, reinforcing our ambition to be the insurer of choice for customers. This marks a new chapter in our mission to make insurance simple and accessible for everyone.

“Our presence on these platforms, alongside our powerful direct sales offering, will enable us to reach even more customers as we deliver the trusted protection and service that Direct Line is renowned for.

“Putting our strongest brand, Direct Line, on price comparison websites where we know there is a receptive audience will see Direct Line shaking up the motor insurance market once again.”

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