Direct Line insurance available on a price comparison site for the first time

Households on the hunt for insurance deals will be able to find Direct Line policies on a price comparison website for the first time, in a landmark change of approach.

The insurer, which has long advertised the fact its policies are not available on price comparison sites as its unique selling point, on Friday launched three new products only available to users of a certain platform.

It follows a shake-up announced in July under new boss Adam Winslow, who said the group must change its policy towards price comparison sites and criticised previous chief executives for not doing so earlier.

Direct Line, which is in the process of being acquired by insurance giant Aviva, will make its debut with motor policies, 90 per cent of which are now purchased on price comparison sites.

The three new policies range from essentials through to premium cover, and are ‘specifically designed for’ users of price comparison sites, Direct Line said.

It added: ‘They offer distinct cover features from the motor insurance products that are also available to customers who purchase direct.

‘One key differential is the new products provide digital only servicing, apart from claims, where a telephone service remains.’

Direct Line told shareholders earlier this year it wanted to ‘deliver sustained, profitable growth’ in motor by focusing on ‘pricing and underwriting, customer experience, claims and distribution’.

Ahead of the group’s £3.6billion takeover by Aviva, Direct Line is undergoing a £100million cost-saving programme that will see 550 jobs cut.

Direct Line said it would continue to sell products directly to consumers, ‘providing a wide range of cover with the access to telephone and online customer service that direct customers expect and enjoy’.

Winslow added: ‘We are delivering a key pillar of our corporate strategy, demonstrating how we can move at pace to meet the changing needs of our customers.’

The three new policies will initially only be available on Compare the Market before being rolled-out elsewhere.

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