’This is the beginning of a material shift as we seek to meet more of our customers’ needs more of the time,’ says director of partnerships and ecosystems 

Insurer Direct Line Group (DLG) has revealed its plans after launching motor ownership app Caha last week (12 September 2023). 

The app, which has been in beta mode since February 2023 to test how it performs with customers, has now been made available for download on Apple’s App store and the Google Play Store. 

Caha aims to streamline car management and usership and offers UK drivers a car management platform and app alongside an opportunity to engage with DLG.

The app can provide users with tax and MOT reminders and help to find parking spaces, while also keeping users’ documents together in one place.

DLG said it was motivated to create the app after it noticed  the “disjointed car management experience for many UK drivers”.

Caha will be led by Phoebe Chibuzo Hugh, DLG venture chief executive and the founder of contents insurance insurtech Brolly, which DLG bought back in July 2020.

 A significant part of the team is from a startup background with expertise ranging from technology, motor and the insurance sector.

Ash Jokhoo, DLG chief information officer, told Insurance Times: “At DLG our mission is to be brilliant for customers every day. Caha is the start of leveraging our continual investments to innovate by offering more than just insurance, enhancing customer engagement and strengthening our presence in the market.”

The insurer said it aimed to have Caha available to all DLG motor customers in 2024 in a move to offer a ”digital alternative” to call centres and its website.

Material shift

Over the next 12 months Caha will be integrating insurance functions into the app for Direct Line and the group’s other insurance brands – Churchill and Privilege.

Caha’s overarching goal is to provide more value to its customers, drive regular engagement with them and make driving more enjoyable and simpler.

Andy Broadfield, DLG director of partnerships and ecosystems, said: “This is the beginning of a material shift as we seek to meet more of our customers’ needs more of the time.

”At DLG, we already provide some of the most difficult services to help customers safely and affordably drive to achieve their goals and aspirations through our insurance, rescue, legal and accident repair capabilities.

“We see a huge opportunity to open those services to a wider audience. The recent acquisition of By Miles has strengthened our connected car capability and our strong partnering skills and mindset provides us an opportunity to provide a true one-stop shop for motoring customers.”

DLG bought pay-per-mile insurtech By Miles in April 2023 to strengthen “digital first” journeys.