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Direct Line to debut on price comparison websites with exclusive motor insurance products

Direct Line is set to shake up the insurance market by making its debut on price comparison websites for the first time ever.

For years, Direct Line has famously told its customers that they won’t find them on comparison sites. However, in a game-changing announcement made on Wednesday, Direct Line revealed that a staggering 90% of consumers use these platforms to make their insurance choices.

The company is gearing up to introduce a fresh range of motor insurance products on price comparison websites, with plans to roll them out “in due course”.

Direct Line promises that this move will enhance consumer choice and expand the variety of products on offer, allowing customers to shop for insurance in the way that suits them best.

These new offerings are being tailor-made for comparison sites, featuring different levels of cover and unique benefits compared to the traditional Direct Line motor insurance sold directly from the insurer.

Adam Winslow, CEO of Direct Line Group, expressed his excitement: “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.”

He added, “This marks a new chapter in our mission to make insurance simple and accessible for everyone.”

Winslow concluded, “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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