Direct Line is set to introduce artificial intelligence software into its online system in a bid boost sales.

The system automatically provides answers to questions from customers buying insurance online.

Direct Line hopes the system - Metafaq - will improve conversion rates and reduce the level of "abandoned" online transactions.

Online marketing manager Justin Skinner said: "In common with many other businesses, our customers come up with many new questions regarding our products and services as they go through the transaction process.

"Metafaq ensures we have a system that can deal with a wide range of questions asked, quickly and efficiently. As a result customers are able to enter into agreements where they have total confidence that they understand all the details."

The 2025 Insurance Times Awards took place on the evening of Wednesday 3rd December in the iconic Great Room of London’s Grosvenor House.

Hosted by comedian and actor Tom Allen, 34 Gold, 23 Silver and 22 Bronze awards were handed out across an amazing 34 categories recognising brilliance and innovation right across the breadth of UK general insurance.
Many congratulations to all the worthy winners and as always, huge thanks to our sponsors for their support and our judges for their expertise.

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