# Direct Line Group

Direct Line Group is an Insurance based in Bromley, United Kingdom.

## Overview

- **Organization type:** Insurance
- **Headquarters:** Bromley, United Kingdom
- **Region:** Europe
- **Address:** Bromley, United Kingdom
- **Founded:** 1985
- **Assets under management:** Undisclosed
- **Website:** www.directlinegroup.com
- **LinkedIn:** https://uk.linkedin.com/company/direct-line-group
- **Wikidata:** Q5280285

## Regulatory record

- **Reports private funds:** No

## About

Direct Line Group began operations in 1985 as a direct-to-consumer insurer. Adam Winslow became Chief Executive Officer in March 2024. Danuta Gray chairs the board. The company writes motor, home and commercial insurance across the United Kingdom. It sold its NIG and FarmWeb brokered commercial portfolios to RSA Insurance in 2023. Direct Line Group retains an investment portfolio and operates auto repair centres in the United Kingdom. The firm employs staff across offices in Bromley, London, Leeds and Glasgow. It participates in the Association of British Insurers and maintains the Direct Line Group Community Fund. Aviva completed its acquisition of the company in 2025. Ownership by Aviva places Direct Line Group inside a larger listed insurance group while it continues to operate its own brands and direct distribution model.

## Sectors

- Insurance

## Offices

- London, United Kingdom
- Leeds, United Kingdom
- Glasgow, United Kingdom

## People

- Adam Winslow — Chief Executive Officer
- Danuta Gray — Chair of the Board

## Questions

### Who runs investment decisions at Direct Line Group?

Adam Winslow serves as Chief Executive Officer. Danuta Gray chairs the board. Specific investment committee membership is not disclosed in available records.

### How is Direct Line Group related to Aviva plc?

Aviva plc acquired Direct Line Group in 2025. The transaction placed the insurer under Aviva ownership while its brands continue to operate.

### Which commercial lines did Direct Line Group divest?

In 2023 the firm sold its brokered commercial lines, including NIG and FarmWeb, to RSA Insurance.

### Does Direct Line Group maintain external partnerships?

It holds a fleet insurance partnership with Motability Operations serving more than 700,000 customers.

## Related profiles

- [Directional Financial Services](https://altss.com/profile/directional-financial-services)
- [DIRECTV Group](https://altss.com/profile/directv-group)

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Last updated: 2026-06-03T20:00:00.000Z

Canonical page: https://altss.com/profile/direct-line-group

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