Direct Line Home Insurance

Direct Line began in 1984 when four businessmen, led by the company's former chief executive Peter Wood, used their experiences in the insurance and IT industries to take a fresh look at private motor insurance. Their view - that traditional insurers had lapsed into a culture of complacency typified by over-pricing and under-service - provided the stimulus for a new perspective on the industry. They focused on the consumer and developed an idea that brought new standards for simplicity, service and value for money into the industry.

Following a search for companies to back their proposals, an agreement was reached with The Royal Bank of Scotland who provided initial funding of £20 million for Peter Wood’s plans and on 2nd April 1985, Direct Line opened its telephone lines to the British public. Today, the Direct Line Group remains a wholly owned subsidiary of The Royal Bank of Scotland and now has over 3 million customers.

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