- Direct Line home insurance products launch on price comparison websites (PCWS) for the first time, beginning with Confused.com and expanding to other major comparison sites from late September.
- New home insurance products designed specifically for PCW customers available across three tiers: Essentials, Standard and Premium.
- Customers can choose from three levels of buildings and contents insurance, flexible excess and payment options, and a range of optional add-ons.
Aviva's Direct Line branded home insurance products are now available through price comparison websites for the first time, giving customers greater choice in how they purchase home insurance.
The launch introduces a new range of home insurance products designed specifically for price comparison website customers, with cover available across three tiers: Essentials, Standard and Premium.
Customers can choose from three levels of cover for buildings and contents insurance, alongside variable voluntary excess options and a choice of payment methods. They can also enhance their cover with a selection of optional cover extensions and add-ons.
Designed for customers who value simplicity, flexibility and the ability to compare cover and price options, the products allow customers to choose cover that meets their individual needs.
The rollout begins exclusively on Confused.com, one of the UK's leading price comparison websites, and will expand to additional PCWs from late September.
The launch supports Aviva's multi-channel distribution strategy and broadens access to one of its leading insurance brands, making Direct Line home insurance available to customers wherever they choose to shop for cover.
We know customers have different needs and preferences when purchasing home insurance, so we want to make it easier for them to buy through the channel that suits them best, while continuing to benefit from products designed to help protect their homes and possessions.
Matt Pernet, Commercial Director, Direct Line Retail PCW, at Aviva, said: "Making Direct Line home insurance available through price comparison websites for the first time is an important step in giving customers more choice in how they buy cover.
“We know customers have different needs and preferences when purchasing home insurance, so we want to make it easier for them to buy through the channel that suits them best, while continuing to benefit from products designed to help protect their homes and possessions."
Steve Dukes, CEO at Confused.com, commented: “We’re delighted to be chosen by Aviva to exclusively launch Direct Line’s home insurance products on price comparison websites. Direct Line is an exciting addition to our current offering of leading insurance brands in the home insurance market, allowing us to offer a broader choice of policy types and prices to customers.
“Consumers continue to use price comparison to find the right insurance for them. We’re pleased to support Aviva’s strategic ambitions to successfully launch Direct Line home insurance on price comparison, increasing its visibility to a wider pool of customers while bringing even more choice to our platform.”
ENDS
Enquiries:
Karmen Ivey
General Insurance — GCS (Global, Corporate and Specialty), Heritage
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Phone
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+44 (0) 7385 013 292
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Email
About Direct Line:
Started in 1985, Direct Line became the first UK insurance company to use the telephone as its main channel of communication. It provides motor, home and pet insurance cover direct to customers by phone or on-line and is part of the Aviva Group.
Customers can find out more about Direct Line products or get a quote by calling 0345 246 3761 or visiting www.directline.com
Notes to editors:
- We are the UK's only diversified insurer and we operate in the UK, Ireland and Canada. We also have international investments in India and China.
- We help our 25.3 million customers make the most out of life, plan for the future, and have the confidence that if things go wrong we’ll be there to put it right.
- We have been taking care of people for more than 325 years, in line with our purpose of being ‘with you today, for a better tomorrow’. In 2025, we paid £31.9 billion in claims and benefits to our customers.
- Aviva is a Living Wage, Living Pension and Living Hours employer and provides market-leading benefits for our people, including flexible working, paid carers leave and equal parental leave. Find out more at www.aviva.com/about-us/our-people/
- As at 30 June 2026, total Group assets under management at Aviva Group were £479 billion and our estimated Solvency II shareholder capital surplus was £6.8 billion. Our shares are listed on the London Stock Exchange and we are a member of the FTSE 100 index.
- For more details on what we do, our business and how we help our customers, visit www.aviva.com/about-us
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