Direct Line cuts marketing spend amid price comparison launch
Claiming to have “over-concentrated” on direct channels, the insurance giant is cutting marketing spend and putting its flagship Direct Line brand on price comparison sites for the first time.
Direct Line is to launch on price comparison websites for the first time, following a comprehensive review of the group’s strategy by new CEO Adam Winslow.
“We gave too much weight in the past to our strengths within the direct channel, without creating a clear route to win in the PCW channel,” he told investors during the group’s capital markets day today (10 July).
Also speaking was Lucy Johnson, managing director of the motor business at Direct Line Group. She claimed the key reason for Direct Line Group’s share of the motor insurance market declining in recent years was its underperformance on customer acquisition.
