Direct Line Reviews 31,548

TrustScore 4.5 out of 5

4.3

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Review summary

Created with AI, based on recent reviews

Considering 6,407 reviews, reviewers overwhelmingly had a great experience with this company. Customers consistently praise the excellent service, highlighting the helpfulness and friendliness of the staff. Many found the user experience straightforward and easy, particularly when arranging insurance, managing policies, or using the website and app. The efficiency and ease of the overall process, including quick responses and smooth claim handling, were frequently noted as positive aspects. While many consumers found the pricing competitive and reasonable, some people were dissatisfied with the pricing, especially regarding renewal quotes which they felt were sometimes inflated or more expensive than new customer offers. Some reviewers also mentioned occasional difficulties with customer service, such as long waits on automated lines or issues with specific claims like windscreen replacements.

What people talk about most

Price

Consumers find price to be ambiguous, with many praising competitive pricing and affordable options,... See more

Service

Reviewers highlight positive aspects of service, with many praising the efficiency and ease of dealing with... See more

User experience

Reviewers consistently report positive feedback about the user experience, highlighting the ease of arranging... See more

Staff

Clients share positive opinions on staff. Many reviewers praise the staff for being helpful, polite, and... See more

Customer service

Customers had ambiguous experiences with customer service. Some reviewers praised the helpfulness and... See more

Reviews shaping this summary

Rated 4 out of 5 stars

Best quote online for price & the cover I needed. Doing research early regarding quotes can give you a ball park figure of potential costs. Always try & do this within 26-21 days of your current poli... See more

Company replied

Rated 4 out of 5 stars

Why do I have to make a phone call every year?.My automatic renewal price from yourselves was £130 more expensive than an online quote from yourselves- I have been a customer for 10+ years,can you no... See more

Company replied

Rated 4 out of 5 stars

The complete car insurance package was far better value than my usual insurance providers.Car insurance seems to have increased so much in price with all usual add ons ,ie windscreen cover,legal cove... See more

Company replied

Rated 4 out of 5 stars

It’s an okay insurance company. I have had home insurance with this company and car insurance. They are perhaps very much a ‘hands off’ company as far as customer care is concerned, also with dire... See more

Company replied


Company details

  1. Insurance Company
  2. Auto Insurance Agency
  3. Home Insurance Agency
  4. Pet Insurance Company
  5. Travel Insurance Company

Written by the company

Direct Line has been insuring cars for 40 years. From small beginnings, we’re now one of the UK’s biggest insurers, with more than 10 million customers. We offer a range of products, including home, pet, and business insurance, that you can get online, on our app, or over the phone. For many years, we prided ourselves on only dealing directly with customers, but as insurance has evolved, so have we, and you can now buy some of our policies on Price Comparison Websites. We always put our customers first, that’s why we make it easy to manage your insurance online so you can spend more time on the things that matter.

Direct Line

Written by the company

Direct Line began an insurance revolution. We started from scratch in the UK in April 1985 with a single product – car insurance, and just one way for our customers to buy – over the telephone. It was a revolutionary time as out went the middlemen, the forms and the jargon. In came speed, simplicity and a common‐sense human touch. And today we’re still revolutionising insurance. We have over ten million customers and a broad range of products and services over the phone and on the Internet.

Contact info

4.3

Excellent

TrustScore 4.5 out of 5

32K reviews

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Rated 1 out of 5 stars

Awful service and I am out of pocket.

Awful experience of trying to get my windscreen replaced due to it being damaged whilst parked at Gatwick. So no fault of my own.
A week in and direct line have lost my claim notes on numerous occasions. It’s impossible to call them to talk to an advisor.
They called me and asked to call back with out giving a number.
I called and the customer service person couldn’t find any record of my call
Every person I talk to is vey helpful but not moving it to getting my windscreen take they all say how awful it’s working there.
Not great.
I own a bmw x5 and pay a lot for my insurance expecting the service I am paying for.
I will NEVER recommend or renew with this company

17 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

We are truly sorry to hear about the difficulties you've experienced with your windscreen claim. We understand your frustration and kindly ask that you log your concerns on our website using the link below. Alex

www.directline.com/complaints

Rated 5 out of 5 stars

returning customer

I have been with Direct Line before they are a well established insurance company

21 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

We appreciate your positive feedback. We are glad to know you recognize our long-standing presence. Alex

Rated 5 out of 5 stars

Good price

Good price, good cover, easy to set up and good app

21 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

We're so glad you found our price and cover good, and setup easy! Alex

Rated 3 out of 5 stars

good price for basic cover

whilst the price was more than i wanted to pay, it was the lowest quote for the minimum cover i needed

14 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

We appreciate your feedback regarding our pricing. We aim to offer competitive options for your needs. Alex

Rated 1 out of 5 stars

Took forever

Took forever, didn’t quite understand the very basic points I was making despite repeating them, kept contradicting himself and didn’t quite seem to understand that he’d done that. Absolute joke. They were also trying to rip me off.

21 May 2026
Direct Line logo

Reply from Direct Line

We're truly sorry your experience was so frustrating. We appreciate you sharing this feedback. If you'd like us to look into anything further or you'd like to discuss your policy, please send us a Facebook message on the link below. Alex

m.me/directlineuk

Rated 1 out of 5 stars

Staggeringly incompetent and dishonest.

It took days to even get their website working so I could try to get car insurance, I never actually did manage to get their website to work. After hours of dealing with automated lines and finally getting through to a human, they ambushed me by doubling the price of car insurance that had previously been agreed upon. The only reason they're even getting a 1/5 is that I'm not allowed to rate them lower. Have taken my business elsewhere.

21 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

We're sorry to hear about the difficulties you faced with our website and the frustrating experience with our service, Oscar. This isn't the service we expect to provide. If you haven't raised this already, please contact our Facebook team so they can look into this for you. Kirsty

m.me/directlineuk

Rated 5 out of 5 stars

Reasonable

Everything I needed at a reasonable price.

21 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

We're happy to hear it, Campbell. Thanks for your five star review. Aston

Rated 5 out of 5 stars

Big company Big cover Small price

I found Direct Line easy to deal with. They answered all my questions. The cover was exactly what I wanted and at the best price. It was a no brainer for me.

21 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

We're pleased to hear we made things easy for you and answered all your questions. Thank you for sharing your positive experience, Diane. Aston

Rated 1 out of 5 stars

Shop around. DL only interested in making money out you

Been a customer with DL for my landlords insurance for over 20 years. Never once made a claim, not Once! Today, after escalating to their Managers, I took my business elsewhere, and will remove any other policies i have as they expire.
This years insurance premium has jumped by over 35% and practically voided any flood insurance! Quoting crime levels in the postcode. It's Inverness and practically zero crime around the area. Not only have they been very disrespectful in their judgement, the company are extremely patronising with their policies. It would appear that while in the insurance game, they dont take any risks... But given I hadn't claimed at any point in a 20 year policy, they still continued to suggest I'm all of a sudden a massive risk!?
I'm in Edinburgh, in a house more twice the value of the Inverness property, paying 1/6 of the premium.
While their staff have always been polite, they can't do more than "computer says no".
There are no prizes for being a longterm customer with DL. Tenants wonder why their rents go up all the time, it is due to these robbing companies, that without warning, yank up their prices thinking it's their right to have a massive bite of the pie. One loyal customer less, all over £200. You've had thousands off me over the years, still treated just like another number.
Account closed. A new cheaper premium with another, well revised company sorted. Shop around folks, DL are out to fleece you

21 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

I'm really sorry to see we've left you feeling this way. I’ve left a link to our website below, where you can raise this as a complaint and find more information about our complaint process. We have several ways to raise this, including an online complaint form available on the site. Once we’ve received your complaint, our claims team will be in touch to try and resolve this with you. Aston

https://www.directlineforbusiness.co.uk/complaints-form

Rated 4 out of 5 stars

Tbullock/Direct line

Simple to understand and the best quote for my requirements

21 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

We're happy to hear it, Thomas. Thanks for your review, we appreciate it. Aston

Rated 1 out of 5 stars

My insurance renewal increased £700…

My insurance renewal increased £700 from the previous year with no change in circumstance except for having a 3 year old car rather than 2.

I shopped around and saved over £1100. Do not just accept their renewal quote shop around.

15 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

I'm sorry to hear we weren't as competitive on this occasion, Rick. We'll always aim to be as competitive as possible, but may not always be the cheapest. We value your feedback and we hope you'll consider us in the future. Aston

Rated 1 out of 5 stars

I requested Landlord Rent Non-Payment…

I requested Landlord Rent Non-Payment for 6 properties and was rejected due to 'FLOOD RISK'
All the properties are on high ground, Edinburgh would be flooded before it could reach my properties.
I suspect that because I did not tick other insurances, it eìwas rejected
COWBOYS, STAY WAY

21 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

We're sorry to hear we couldn't offer cover on this occasion, Jim. Our underwriting criteria is subject to change, so we may be able to offer cover in the future. Aston

Rated 4 out of 5 stars

Helpful person to discuss requirements…

Helpful person to discuss requirements on phone.
Not impressed with rise in cost from previous year despite no claims.

17 May 2026
Direct Line logo

Reply from Direct Line

We appreciate your feedback and are glad our team was helpful. Thanks for your review, Antgea. Aston

Rated 5 out of 5 stars

Car Insurance

good website, Fair price

20 May 2026
Direct Line logo

Reply from Direct Line

That's what we like to hear, Elaine. Thanks for giving us five stars. Aston

Rated 3 out of 5 stars

No contact number…

didn't like that there is no contact number if you have a problem that the bot couldn't answer. When I did get put through to speak to a person on the phone my problem was sorted out to my satisfaction.

8 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

I'm sorry to hear there was difficulty in locating our contact number, Hugh. We appreciate your feedback and have taken it on board. Aston

Rated 3 out of 5 stars

What should have been an easy job was a…

What should have been an easy job was a much longer one as there was a message repeated before the payment page apologising as the website had a problem and to try later. This happened 3 days running until I was finally able to connect with an advisor. He was very helpful but again I had to give all the info again before being able to pay.

20 May 2026
Direct Line logo

Reply from Direct Line

I'm sorry to hear you had trouble purchasing on our website, Cheryl. I'm happy to hear our colleague was able to resolve this for you. We appreciate your feedback and have taken it on board to improve our future service. Aston

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