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Launched as the UK's first telephone insurer in 1985, the company's distinctive logo of a red telephone on wheels emphasised what it was all about. The 'phone has since gained a partner, in the form of a wheeled mouse, to reflect the increase in online buying.

Direct Line did have a bit of a spat with esure in 2007 over a competing mouse on wheels logo. In won its case in the High Court and esure was subsequently refused the right for a second appeal in 2008.

The company is now part of the Royal Bank of Scotland Group and so joins forces with the likes of Churchill and Privilege to form a heavyweight insurance division. This does give strength in numbers although RBS was planning to sell off this part of the business. However, this seems to have disappeared from the agenda for the moment.

Direct Line is one of the companies that refuses to be included on comparison websites. This makes it stand out from the pack but means it could well lose out on business if people don't want to enter their details a second time.

It does offer pretty well the full range of products, providing insurance for the home, car, life, travel and pets, plus business insurance through a link to a separate site (www.directlineforbusiness.co.uk). Most products have a discount for buying online. There are other special deals from time to time, such as a day's free car insurance each week or discounted travel insurance, so it's worth seeing what's about when your renewal is due.

Home insurance includes new for old cover on contents, repairs by approved contractors and optional home emergency cover. Named drivers on car insurance policies can earn their own no claims discount and multi-car discounts are available. If you're going travelling, you get cover on watches and sunglasses and can have emergency money transferred. The business insurance covers particular categories, such as shops, restaurants, surgeries and home businesses, with requirements explained for each one.

Most insurance is provided by Direct Line directly, although Green Flag Motoring Assistance, an RBS company, handles the breakdown cover. The motorcycle policy comes courtesy of Devitt Motorcycle Insurance, a specialist broker that is also part of RBS. However, don't wait due to the screen saying 'you are now being connected', because you won't be - no matter which browser we were using. You'll need to click the link to get anywhere.

Much emphasis is put on there being UK based call centres, which is important to some people. The company was named the UK's Most Trusted Insurer in the 2009 version of the Reader's Digest annual survey, knocking Norwich Union (now Aviva) off the top spot after five years. This was put down to a combination of brand loyalty, Direct Line's recent advertising campaign and probably a lot of confusion over the Norwich Union rebranding. †

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Your Comments on Direct Line:

28/02/2010 I cancelled my policy when I found a cheaper one that they could not match. I ended the agreement on the phone and thought no more of it. Now they are sending bailiff letters for £24 they forgot to settle when I was on the phone.

27/02/2010 I cancelled all my direct line insurances because I left the country. There are no international contact methods, they wont talk to anyone else and even though we owe them nothing they have set debt collectors on to get money I dont owe and are now threatening to take me to court and I cant defend myself because I cant contact them from out here.

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