Direct Line home insurance is launching on comparison websites for the first time. The insurance company is rolling out three products across Confused.com and will expand to other websites from later this month.
What the launch means for shoppers
The update means shoppers will have more choice when comparing insurance policies, although it does not mean that its policies will be the cheapest. Direct Line will continue to sell products directly to consumers.
It comes after Direct Line launched its car insurance products on comparison websites in 2024. At the time, the company said it planned on extending its availability. It had stated that 90% of consumers visit comparison websites when deciding on insurance.
Company statements on the rollout
Adam Winslow, chief executive at Direct Line Group, said: "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."
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, said: "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."
How to save on home insurance
Money Saving Expert says 21 days before your home insurance is due to expire is the prime time to find the cheapest deals. If you have found cheaper quotes, talk to your existing home insurance provider to see if they can beat it.
If they can't offer you a better price, you can switch to another provider when your existing cover ends. When you search for insurance, you are normally asked to share your job title. It is important not to lie on your insurance application, otherwise you would be committing fraud, but sometimes changing your job title to something that can legitimately be used to describe your occupation could save you money.
