When was Direct Line Group founded?

Direct Line Group was founded in 2012.

Where is Direct Line Group located?

Direct Line Group is headquartered in Bromley, United Kingdom. It is registered at CHURCHILL COURT,WESTMORELAND ROAD,BROMLEY,KENT,BR1 1DP.

Who is the current CEO of Direct Line Group?

Owen Morris of Direct Line Group.

How many employees does Direct Line Group have?

As of May 31, 2026, the latest employee count at Direct Line Group is 5968.

Where does Direct Line Group rank among its competitors?

Direct Line Group ranks 30th amongst 405 active competitors, of which 4 are funded. It stands 11th in terms of total funding among its competitors. The most recent competitor to raise funding was MetLife, which secured $157M in Apr, 2025.

Who are the top competitors of Direct Line Group?

Direct Line Group's top competitors include RAC, Centene and MetLife. Among them, MetLife secured the most recent funding round in April, 2025.

Direct Line Group - 2026 Company Profile, Team, Competitors & Financials

Q: Is Direct Line Group an acquired company?

Direct Line Group got acquired by Aviva on Dec 24, 2024.

Company Details

Provider of insurance services. It offers insurance for motor, home, pet, travel, life, cycling, landlord, and business needs. It offers services to shareholders, employees, customers, and other stakeholders.

Website: www.directlinegroup.co.uk
Social
Email ID: *****@directlinegroup.co.uk
Registered Address: CHURCHILL COURT,WESTMORELAND ROAD,BROMLEY,KENT,BR1 1DP

Key Metrics

Founded Year

2012

Location

Bromley, United Kingdom

Stage

Acquired

Ranked

30^th among 405 active competitors

Employee Count

5,968 as on May 31, 2026

Similar Companies

AXA & 12453 more

Exit Details

Acquired by Aviva (Dec 24, 2024)

View Direct Line Group's full profile

Direct Line Group is associated with 1 legal entity given below:

Legal Entity Name	Date of Incorporation	Revenue	Latest Employee Count	Documents
DIRECT LINE INSURANCE GROUP LIMITED CIN: 2280426 , United Kingdom, Active	Jul 25, 1988	-	9786 (As on Jan 31, 2021)

Direct Line Group got acquired by Aviva on Dec 24, 2024 at an acquisition amount of $*****.

Click here to take a look at Direct Line Group's acquisition in detail

Direct Line Group has not raised any funding rounds yet.

The founders of Direct Line Group are Martin Long and Peter Wood. Owen Morris is the CEO of Direct Line Group.

Here are the details of Direct Line Group's key team members:

Martin Long: Co-Founder of Direct Line Group.
Peter Wood: Co-Founder of Direct Line Group.
Owen Morris: CEO of Direct Line Group.

View details of Direct Line Group's Founder profiles and Board Members

Direct Line Group's employee count trend

Direct Line Group has 5,968 employees as of May 26. Here is Direct Line Group's employee count trend over the years:

Employee count trend for Direct Line Group

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Top competitors of Direct Line Group include RAC, Centene and MetLife. Here is the list of Top 10 competitors of Direct Line Group, ranked by Tracxn score:

Rank	Company Details	Short Description	Total Funding	Investors	Tracxn Score
1st	RAC 1897, Walsall (United Kingdom), Acquired	Provider of breakdown coverage, car insurance, repair, and route planning	$20.4M	Silver Lake, Rothschild & Co & 2 others	76/100
2nd	Centene 1984, St. Louis (United States), Public	Contracting, Network Development, Managed Care and Health insurance solutions company	$18M	Royal Bank of Canada, Politan Capital Management ... & 4 others	76/100
3rd	MetLife 1868, New York City (United States), Public	Provider of insurance products and employee benefit programs for individuals	-	Village Capital, Stone Point Capital & 1 others	73/100
4th	Aviva 1696, London (United Kingdom), Public	Provider of insurance, wealth, and retirement solutions for individuals	-	Cevian Capital, Allianz & 5 others	72/100
5th	Lloyd’s 1688, London (United Kingdom), Acquired	Provider of insurance carrier services	$500M	Blackstone, Fairfax Financial Holdings & 2 others	67/100
6th	Global Atlantic Financial Group 2004, New York City (United States), Acquired	Provider of life insurance services	$1.51B	Carson Private Capital, Altin Capital Partners ... & 1 others	65/100
7th	Prudential 1848, London (United Kingdom), Public	Offers insurance products and asset management services through its subsidiaries.	-	-	64/100
8th	Convex 2019, London (United Kingdom), Acquired	Provider of international specialty insurance and reinsurance	$2.3B	Sixth Street, Onex & 1 others	64/100
9th	Bupa Global 1971, Wilmslow (United Kingdom), Acquired	Provider of international health insurance plans for medical treatment access	-	-	62/100
10th	Phoenix Group 1782, London (United Kingdom), Public	Provider of long-term savings, retirement, and life insurance solutions	-	Kingdom Holding Company, TDR Capital & 2 others	61/100
30th	Direct Line Group 2012, Bromley (United Kingdom), Acquired	Provider of insurance services	-	-	49/100

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Direct Line Group has made no investments or acquisitions yet.

Here is the latest report on Direct Line Group's sector:

Free

Insurance Carriers - Sector Report

Edition: July, 2026 (67 Pages)

View all reports related to Direct Line Group

Media has covered Direct Line Group for a total of 8 events in the last 1 year, 2 of them have been about company updates and 1 about people movement.