Best Direct-Only
One of the UK's best-known insurance brands. Home, car, pet, and travel insurance. Known for Winston the dog mascot. Only available direct — not on comparison sites.
Direct Line's defining characteristic is that it does not appear on price comparison sites. You have to go to it directly, which is the entire strategy.
That means its pricing is not set by the race to the top of a comparison table, and it tends to compete on claims service and cover quality rather than on being the cheapest quote you can find.
Who it suits. People who have been burned by a cheap policy that turned out to be thin on cover, and who are willing to get a separate quote rather than accept whatever a comparison site returns.
Worth knowing. Because it is absent from comparison sites, you must actively seek a quote to include it in your shortlist — which is exactly why many people never do. Always compare the excess and the specific exclusions, not just the premium.