Aviva to merge personal lines operations ‘into a single, integrated business’ after DLG takeover

Aviva has announced that it will merge its personal lines operations into a single business after completing its takeover of Direct Line Group (DLG).

An announcement on the London Stock Exchange (LSE) confirmed the completion of the £3.7bn deal today (2 July 2025).

Following this, Aviva announced that Owen Morris, its former managing director for personal lines, would become chief executive for UK personal lines, responsible for the DLG business and Aviva’s personal lines business.

The insurer added: “Over time Aviva will bring together its personal lines operations into a single, integrated business.

“In the meantime, Aviva will continue to operate them separately to ensure a smooth and safe transition for both customers and colleagues.”

‘Very good position’

The completion of the deal comes after the Competition and Markets Authority (CMA) cleared the transaction yesterday (1 July 2025), while a court sanctioned the scheme pursuant to which the acquisition is being implemented on the same day.

The scheme, which can be used to action the reorganisation of a company or group structure, has now become effective.

Amanda Blanc, chief executive at Aviva, said: “The completion of the acquisition of DLG brings together some of the country’s best-known and admired insurance brands and brilliant people to better serve the needs of now 20 million UK customers.

“The transaction builds on the excellent progress we’ve made at Aviva over the last five years, accelerates our capital-light growth strategy and puts us in a very good position to deliver strong returns for shareholders.

“That is why this deal made such sense for us and we are excited at the further opportunities this creates for Aviva’s growth.”