Direct Line claims to have seized 30% of the internet insurance market just 12 months after the launch of directline.com.
The direct writer said it has sold more than 100,000 home, motor, travel and breakdown policies online, putting customers “on risk” in less than 10 minutes.
Direct Line ecommerce managing director Oliver Prill said its sales have exceeded all its expectations.
He predicted that Direct Line will be responsible for 15% of motor insurance sales well before its anticipated target of 2003.
Prill added that the direct writer has plans to extend the range of insurance products offered by its online service.
It is also working to integrate directline.com with its sister motoring site jamjar.com.