Insurance company Direct Line has launched three new Direct Line branded motor insurance products on Compare the Market, a price comparison website.

This launch marks the first time the brand will be available on a price comparison website, and comes as the brand agreed a £3.7 billion deal to be acquired by Aviva, the UK’s largest insurance group.

Direct Line will expand its offering to other price comparison websites over the course of next year, is has said.

The new products have been designed for price comparison websites, providing digital-only services for consumers. The only exception to this is its claim department, where a telephone service remains.

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The insurer has highlighted that it will continue to sell directly to consumers, with direct consumers being able to enjoy access to telephone and online customer service.

Direct Line Group CEO Adam Winslow said: “It is exciting to be launching our iconic Direct Line brand on Price Comparison Websites, enabling customers to buy Direct Line motor insurance through their preferred channel. 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 launch of the new products is part of the Group’s strategic plan, which was unveiled at its Capital Market Day, July 2024.

As part of the plan, it announced that Direct Line would introduce branded Motor products onto price comparison websites.