Drivers to benefit from more car insurance options to help lower prices as costs reach unaffordable levels

This historic move comes after years of Direct Line telling consumers it was not present on such platforms which meant drivers were having to buy directly from the insurer.

The new products offer a range of cover options from Essentials through to Premium, specifically designed for price comparison site customers.

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Car insurance prices have remained high since the Covid pandemic

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A key feature of these new offerings is digital-only servicing for policy management, though telephone support remains available for claims.

These products are distinct from Direct Line's existing motor insurance offerings that are sold directly to customers, the insurer explained.

The move reflects Direct Line's recognition that price comparison websites dominate the market, with 90 per cent of new policies now being purchased through these platforms.

This strategic shift represents a significant departure from Direct Line's previous approach of selling exclusively through direct channels.

Adam Winslow, Chief Executive Officer at Direct Line Group, described the launch as "exciting", highlighting the opportunity for customers to buy Direct Line motor insurance through their preferred channel.

"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," he said.

According to PwC, motor insurance premiums have risen by over 20 per cent in the past two years, though rates are beginning to decrease.

PwC estimates that drivers in England and Wales could see an average saving of £50 on their motor insurance policies, representing a five per cent reduction.