Insurer lost 434,000 motor cover customers after 38pc price rise

DIRECT Line Group has revealed it shed more than 430,000 motor insurance customers after hiking the cost of cover by 38 per cent for existing customers.

The group, which employs 3,000 people in Yorkshire across its Direct Line, Churchill and Green Flag brands, posted a steep year-on-year drop in the number of direct ownbrand motor policies, down 434,000 to 3.2m in its first quarter trading update.

It follows a 35 per cent surge yearon-year in the cost of motor insurance to £599 on average for new customers, with existing customers facing a 38 per cent jump to £515.

The group – which was recently the subject of an ill-fated £3.1bn takeover attempt by rival Ageas – saw a 1.8 per cent drop in overall in-force policies to 9.3m in the first quarter of 2024.

Its home insurance division proved less impacted by moves to increase prices, with the number of policies edging only slightly lower to 2.45m from 2.5m a year earlier.

This came despite a 27 per cent year-on-year rise in average premiums for new customers and a 13 per cent increase for existing policyholders.

Overall, gross written premiums increased by 10.7 per cent to £892.2m in the first three months of the year.

Direct Line's shares fell two per cent yesterday morning after the update, with the stock having come under pressure in recent weeks after suitor Ageas walked away from a possible bid.

Ageas sent an initial proposal to Direct Line on January 19, then improved its potential bid on March 13, but ditched talks in March, claiming it was unable to "engage with" Direct Line's board.

Direct Line had said the approach was "uncertain, unattractive, and that it significantly undervalues" the firm.

The insurer said it was confident that it can deliver on its aim to cut annual savings by £100m. But it said weather-related claims landed it with a bill of around £33m in the first quarter.

Chief executive Adam Winslow, said: "We have seen a positive start to 2024 trading, with double-digit gross written premium growth in our motor, home and commercial businesses".

Direct Line has suffered a turbulent time since the start of 2023, with former boss Penny James stepping down in January last year in the wake of a profit warning and move to scrap its shareholder dividend.

It blamed the impact of freezing weather and the rising cost of motor cover claims. Direct Line since admitted it under-priced policies for inflation, while the weather costs left the group unusually exposed compared with its rivals.

The group has since been hiking car insurance premium prices to offset the soaring cost of motor repairs.

New boss Mr Winslow is also driving a cost-cutting programme, saying in March that savings would come from technology and digitisation initiatives and from simplifying the group's structure.

The firm did not give details at the time about whether this could lead to job cuts.