Direct Line Group (UK)

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Direct Line is the UK's biggest personal lines insurer and the #2 general insurer behind Aviva. The main Direct Line business is supported by several other brands including Churchill and Green Flag. Direct Line revolutionised the insurance market when it launched in 1985, based on the simple premise that cover could be sold more cost-effectively by cutting out brokers and dealing direct with customers by phone. It was the first UK insurer to operate in this way, and successfully rolled out its service into several European markets. Until recently the group was a division of the Royal Bank of Scotland. In 2008 RBS said it was considering the sale of part or all of the group to raise funds. It eventually cancelled those plans in 2009 after failing to receive an acceptable offer for the business. However, EU regulators subsequently ruled that the disposal must go ahead regardless. RBS floated an initial stake in the business towards the end of 2012. Two further sales reduced its holding to below 30% by Autumn 2013. 

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Brands

Direct Line Churchill Insurance
Green Flag Privilege Insurance

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