Línea Directa

Línea Directa

Record three million customers

Línea Directa Aseguradora, S.A. is the leading company in direct car insurance sales in Spain

In 2018, it maintained one of the highest rates of growth in the insurance industry, which has seen it organically obtain three million customers in little over two decades without having to resort to buy outs or mergers. The key to this success lies in cutting out the middle man, flexibility, careful underwriting of risks and a multibrand strategy to adapt to the needs of each customer.

Línea Directa obtained positive results over the past year:

  • The volume of premiums increased to €853 million, almost 7% up on 2017, thanks to the 5.3% increase in the Automotive area and the extraordinary pace of growth, 12.4%, in the Home sector.
  • Its combined ratio was 87.3%, one of the best in the insurance sector, and the accident rate was contained, at 66.48%.
  • Pre-tax profit came to €155.9 million, placing Línea Directa amongst the most efficient companies in the industry, with a RoE of 38%.

At 31 December, it was the fifth largest insurer in the Automotive sector, the sixteenth in the Home sector and the twelfth in the non-Life sector, despite only operating in two sectors until 2016.


The company embarked upon an ambitious Digital Transformation Plan in 2018, the main objective of which is to promote efficiency, personalisation and flexibility in customer service, optimising and simplifying processes.

To this end, it rolled out three pioneering initiatives in the insurance industry:

  • It entered the world of smart contact centres through voice print, making it possible to identify each customer by their voice with natural language, offering the option of executing insurance tasks automatically from their mobile phone or using artificial intelligence chatbot technology.
  • It became the first insurer to launch a chatbot connected to its large telephone service centre, with the aim of streamlining the most common services.
  • It launched the first voice assistant in the insurance industry for Vivax, its health insurance brand. This assistant includes more than 200 FAQs about products and services, including the specialists closest to the caller.

Social responsibility

Línea Directa is one of the companies with the most solid policies, recognised in terms of reputation, responsibility and corporate governance. It 2018, it placed 43rd in the MERCO Empresas ranking and fourth in its industry. It was also included in the MERCO Talento monitors, which analyses the best brands to work for in Spain (47th), and the MERCO CSR ranking (54th).

Fundación Línea Directa was launched in 2014, as a non-profit institution that picked up the baton from the insurance firm in terms of promoting and supporting road safety, a field in which the firm has always shown itself to be particularly sensitive given its direct involvement in traffic accidents. The Foundation's activities rest on four pillars: research, training, dissemination and social action.

Vivaz: leading a healthy life has its rewards

Línea Directa's commercial offer was expanded in 2017 following the launch of Vivaz, the first one-hundred percent digital Health insurance that economically rewards customers for leading a healthy lifestyle and that has been very well received in the two years since its launch.

Vivaz offers discounts of up to €150 on its premiums to insurers who walk 10,000 steps per day, the minimum amount of daily activity recommended by the World Health Association. If customers sleep at least seven hours per day, they can also benefit from another €50 discount.

As a native digital brands that is committed to the values of flexibility and simplicity, Vivaz has two free apps to interact with its customers. The insurance management app features a number of options, such as obtaining a digital health insurance card, searching for specialists by symptom or location, the possibility of speaking with a doctor 24 hours a day, and online bill payment. The other, Vivaz Actividad, monitors customer and user activity data, informing them of discounts obtained

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