Direct Insurer of the Year

This award recognises the best direct to customer insurer's performance in UK general insurance.

This category was not open for entries. The winner was selected by an industry-wide expert panel from the shortlist put together by the editorial team at Insurance Times.

Selection was informed by company results and financial performance; quality of leadership, both at the executive and market-facing levels; quality of strategic thinking and execution; stand-out initiatives; and the view of service provided to brokers, as collected through the Insurance Times Broker Service Survey.

All the finalists are listed below. Use the links to find out more from the entrants who have answered our series of Q&As.

GOLD: Direct Line Group

GOLD: Direct Line Group

What key achievement did your entry highlight?

Our strength lies in our determination to always aim higher for our customers, people and wider stakeholders. This is clear in our commitment to, 'Protecting Britain's Road Users'. Our research report, 'Seat belts - The Forgotten Road Safety Priority', reinvigorated a low-tech solution in a high-tech world, that has already saved countless lives. By placing seat belts firmly on the government's agenda, we could soon see a change in law that could help mitigate the emotional and financial cost that serious injuries and deaths on our roads cause.

Can you share data or testimonials to back up your bid to win?

The Department for Transport is considering Direct Line's report on seatbelt use. The report analyses which drivers/passengers are least likely to wear seatbelts, what prompts their behaviour and which interventions would be best to reduce the number of casualties. "Far too many people are not wearing a seatbelt while traveling in a car, needlessly putting their lives at risk. Increasing penalties for people who disregard the simplest of way of protecting themselves is just one of a long list of actions this government is taking to help keep people safe on our roads." Road safety minister Michael Ellis.

What sets your firm apart from the other shortlisted contenders?

Our purpose is to give people the protection they need to do the things they love in life, whether that be driving their cars, enjoying their home and possessions, exploring their world, caring for their pets or building their businesses. If you've got a problem, we'll do our best to solve it. Direct Line is a car insurance Which? Recommended Provider.

How will you celebrate if you are the victor?

We will make sure that we share the great news with all our wonderful colleagues who work hard every day to ensure our customers' claims journeys are as stress free as possible.