Aviva launches Direct Line home insurance on PCWs

Aviva has launched Direct Line-branded home insurance products on price comparison websites (PCWs) for the first time, marking an expansion of the insurer’s distribution strategy.

The move will see a new range of Direct Line home insurance products made available to customers through comparison channels, beginning with an exclusive launch on Confused.com before rolling out to additional PCWs from late September.

The insurer said the proposition has been designed specifically for comparison website customers and offers three levels of cover, including essentials, standard and premium.

Customers will be able to select from different levels of buildings and contents insurance protection, alongside a range of voluntary excess options, payment methods and optional add-ons.

Aviva said the products are intended to provide greater flexibility for customers who want to compare cover and pricing options before purchasing insurance.

Steve Dukes, chief executive at Confused.com, said: “Consumers continue to use price comparison to find the right insurance for them.

”We’re pleased to support Aviva’s strategic ambitions to successfully launch Direct Line home insurance on price comparison, increasing its visibility to a wider pool of customers while bringing even more choice to our platform.”

Distribution expansion

Aviva said the move supports its wider multichannel strategy and makes Direct Line products available through the routes customers increasingly use to purchase insurance.

Matt Pernet, commercial director of Direct Line retail PCW at Aviva, said: “Making Direct Line home insurance available through PCWs for the first time is an important step in giving customers more choice in how they buy cover.

“We know customers have different needs and preferences when purchasing home insurance, so we want to make it easier for them to buy through the channel that suits them best, while continuing to benefit from products designed to help protect their homes and possessions.”