UK motor and home insurer behind the Direct Line, Churchill and Green Flag brands, now a subsidiary of Aviva.
directlinegroup.co.ukLegal name
Direct Line Insurance Group Limited
Founded
2012 (IPO from RBS, October 2012)
Industry
General insurance (motor and home)
Headquarters
Bromley, England, United Kingdom
Employees
~10,200 (2024)
Revenue (FY24)
£4,567.0 million
Parent company
Aviva plc (acquisition completed 1 July 2025)CEO
Owen Morris (UK Personal Lines, Aviva)
Chair
Danuta Gray
Website
directlinegroup.co.ukDirect Line Insurance Group is a UK general insurer that sells motor, home, and other personal and small business cover through brands including Direct Line, Churchill, Privilege, Green Flag, and Darwin. The company was formed in 2012 when it was spun out of Royal Bank of Scotland Group through an initial public offering in October 2012. Its head office is in Bromley, England, and it employed roughly 10,200 people in 2024.
On 1 July 2025 Aviva plc completed its acquisition of Direct Line for about £3.7 billion, and the business was delisted from the London Stock Exchange, where it had traded under the ticker DLG. Direct Line now operates as a subsidiary inside Aviva's UK general insurance division rather than as an independent listed company. For the 2024 financial year it reported revenue of £4,567.0 million.
After the takeover, Owen Morris became CEO of UK personal lines at Aviva with responsibility for the Direct Line business, reporting to Jason Storah, CEO of Aviva's UK and Ireland general insurance. Tom Latter was appointed finance director for Direct Line. The previous chief executive, Adam Winslow, and the previous chief financial officer, Jane Poole, both left the business when the deal completed.
CEO, UK Personal Lines, Aviva
CEO, UK & Ireland General Insurance, Aviva
Finance Director, Direct Line
Chair
Interview experience
Mostly positive (66%)
Interview difficulty
Medium
Interview process length
Varies by role
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UK average base
£21,893 to £63,508 (average £35,410)
48 Salaries submitted
Median total comp
$82,384
UK average
£32,707 (average)
UK average
£19,755 (average)
Around 6 years, total comp
£50.3K to £53.9K (median total comp £53.9K)
Median total comp
£33.3K to £79.9K (median total comp £68.7K)
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May 14, 2026
Aviva Q1 2026 general insurance premiums jump 19% on Direct Line
Aviva's first-quarter 2026 trading update showed general insurance premiums up 19% to £3.4 billion, driven by the Direct Line acquisition, with UK and Ireland premiums rising 26%. Policies sold through price comparison sites nearly doubled since the start of the year.
#Results #DirectLine #Aviva
View postJanuary 30, 2026
Aviva nearly doubles Direct Line cost synergy target to £225m
Aviva lifted its Direct Line cost synergy goal to £225 million a year by 2028, nearly double the original £125 million estimate, plus more than £500 million of capital synergies. Integration costs were revised to about £350 million with roughly £40 million of savings already delivered by end of 2025.
#Synergies #DirectLine #Aviva
View postSeptember 12, 2025
Aviva says Direct Line integration is well underway
Aviva reported first-half general insurance premiums up 7% to £6.29 billion and said integration of Direct Line was well underway just six months after its initial offer, with the group now serving around 21 million customers. Management reiterated a £2 billion operating profit target for 2026.
#Integration #Results #Aviva
View postJuly 2, 2025
Aviva completes £3.7bn acquisition of Direct Line
Aviva completed its £3.7 billion cash-and-share takeover of Direct Line Insurance Group after the scheme of arrangement became effective on 1 July 2025, creating the UK's largest motor and home insurer serving about 20 million customers. CEO Amanda Blanc said the deal brings together some of the country's best-known insurance brands.
#Aviva #DirectLine #Acquisition
View postJune 24, 2025
Direct Line CEO and CFO to step down as Aviva takes over
Direct Line CEO Adam Winslow and CFO Jane Poole confirmed they would leave once the deal completed in early July, with ten non-executive directors also resigning. Jason Storah, Aviva's UK and Ireland general insurance chief, was named CEO of the enlarged business.
#Leadership #DirectLine #Aviva
View postDirect Line Insurance Group is a UK general insurer that sells motor, home, and other personal and small business cover. It operates brands including Direct Line, Churchill, Privilege, Green Flag, and Darwin.
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