Direct Line Reviews 31,600

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

Quote of almost £1,700 for a little old…

Quote of almost £1,700 for a little old fiesta at over 50 years 🤦‍♂️ This company has some serious problems… Arranged now around £200…

21 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

We appreciate you sharing your experience, Glen. We're sorry to see we've not been able to give you a price that you're able to agree on this time, but we hope you'll try us again the next time you need cover. Paddy

Rated 5 out of 5 stars

Well worth it

A little bit more expensive but well worth it

23 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

We're glad you found it worthwhile. Thank you for your positive feedback. Paddy

Rated 1 out of 5 stars

I'm sure there's a mistake in their…

I'm sure there's a mistake in their branding.. DIRECT LINE RIP OFF is more appropriate. This Year with still no claims in 10yrs+, an increase in premium of an eye watering 35%.... wont be renewing!!!

23 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

We appreciate you sharing your concerns regarding your premium increase. We understand your frustration and value your long-standing loyalty. Paddy

Rated 5 out of 5 stars

Great service

Great service, the person I spoke to was absolutely superb , she knew exactly what I needed and made it so easy to deal with her , can't believe aviva are letting people go with so much experience and are absolutely amazing at there job , a real pity and in my opinion a department to there business

19 May 2026
Direct Line logo

Reply from Direct Line

We're so glad to see you received superb service and found our team member made things easy for you. We appreciate your kind words and valuable feedback. Paddy

Rated 5 out of 5 stars

Great service ,I definitely recommend…

Great service ,I definitely recommend to anyone to use this company, you can get exactly what you want for an affordable price .
Thank you

22 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

We're so happy to see you had a great experience! We appreciate you recommending our company for affordable and tailored service. Paddy

Rated 5 out of 5 stars

Great company, competitive pricing

Great company, with competitive pricing , from a company you can trust to meet all your insurance requirements.
Quick insurance purchase, with documentation available on direct line app.
Not necessarily the cheapest quote, but worth the little extra for the policy I needed.

19 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

We're delighted you found our company trustworthy with competitive pricing. It's great that purchasing your policy was quick and convenient through our app. Thank you for your five-star review! Paddy

Rated 5 out of 5 stars

Very competitive price and price was…

Very competitive price and price was lower than others on comparison sites and was easy to complete online quote

22 May 2026
Direct Line logo

Reply from Direct Line

We're delighted you found our price competitive and the online quote process easy to complete. Thank you for your positive feedback! Paddy

Rated 4 out of 5 stars

Do it early for best price

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 policy expiring.
A better price can be given.

15 May 2026
Unprompted review
Direct Line logo

Reply from Direct Line

We appreciate you sharing your positive experience and valuable advice on policy renewal timing. We're glad we could offer a competitive quote. Paddy

Rated 1 out of 5 stars

AVOID DIRECT LINE VAN INSURANCE

UPDATE: IT GETS WORSE!

Have just spoken to Direct Line to cancel the car insurance policy I had with them. TOTALLY UNPROMPTED the agent said he would freeze the 9 years no claims bonus that I have. Talk about left hand doesn't know what the right hand is doing!

DO NOT TOUCH DIRECT LINE VAN INSURANCE

I used Direct line van insurance to cover my Citreon Despatch Van when I was a full-time, self-employed Dog Walker.

In August 2025 I was driving along a quiet, residential, road in Hove, East Sussex. I thought I clipped a wing mirror, so pulled the van over at the first car parking space available, and walked back to examine the scene. NO ONE else was present: in or by parked vehicles, nor outside any of the residences. I couldnt see ANY damage to any if the vehicles. Having found nothing, I returned to my van.

Shortly afterwards I received a notification from Direct Line that someone was claiming £6500 damage to a vehicle. I categorically said this WAS NOT true, and told them the claim must be false.

I heard NOTHING, until I was told that Direct Line were paying out the claim. I told them that under no circumstance had I caused £6500 worth of damage! Surely I would have seen it? I was told that they had visited my home in Hove, and seen my van with dents and markings on the left hand side of my van. YES! What else would you expect from a van used for walking dogs for 14+ years, off road at times, 120,000+ miles on the clock. I knew there were dents. But NONE caused in a crash/collision whatever costing £6500, with no noticeable damage to my vehicle. I repeated this to Direct Line, and heard NOTHING.

Three weeks ago, I purchased a run around multiple-owned Volkswagon Golf car, as a run around and took out fully comprehensive with Swinton who came out the most reasonably priced policy on a comparison site.

Imagine my shock and horror when Swinton contacted me asking for an additional £400 for my insurance, as a result if a claim I was at fault with. I emailed and phoned Direct Line immediately. THAT WAS THREE WEEKS AGO. NOTHING heard for the past three weeks.

Ive emailed, and phoned multiple times not getting through, and caught in Direct Lines telephone answering "Service". I have wasted what must be up to EIGHT HOURS attemting to get them to sort.

Direct Lines' Customer Services department only work Monday-Friday. I left a message last Friday. Today, exactly one week later, I got a message from "Mo" just after 14.00. I picked the message up at 15.15 and phoned the number he left immediately. All I got was a telephone answering service saying that Direct Line would be in contact with me, if needed. Well obviously the call was needed, so why leave this telephone line phone number for me to phone?

Before writing this review I spent a further TWENTY MINUTES being past from pillar to post. I repeated I was returning their call, and how important it was. Well they've had an hour and twenty minutes to return the call. It's now 17.11 on a Friday preceeding a Bank Holiday weekend. They've had plenty of time to return my call.

BUT NO! NOT ONE ATTEMPT. Direct Line are very good at dressing themselves up in lovely, reassuring "Marketing terms".Unfortunately their standards of customer service actually being delivered are abysmal and non existent. IF YOU WANT RELIABLE, PROFESSIONAL insurance service and support, AVOID DIRECT LINE. It's just a name, dressed up in lovely marketing talk: Service levels NON EXISTANT and NOT TO BE TRUSTED.

22 May 2026
Unprompted review
Rated 5 out of 5 stars

Seamless process in renewing my…

Seamless process in renewing my Household Contents insurance. Excellent customer service plus acceptable renewal fee. No issues whatsoever.

22 May 2026
Direct Line logo

Reply from Direct Line

That's always our goal for our customers, Simon. We're pleased we could provide a suitable quote for your needs and a positive experience to go with! Thank you for the five stars. Kirsty

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