Direct Line slashes home insurance price by half

Direct Line is now offering home insurance to new customers with a massive 50% discount. The move is seen as a way to increase its ability to compete in an incredibly competitive market.

The offer is available from now until the end of September, and only applies to new customers of Direct Line who want to purchase either just contents insurance, or both contents and buildings insurance. The reason behind this is to allow both property owners and tenants to take advantage of the discount while it lasts. It has also stated that the 50% cut is not the only deal, and that customers can make even bigger savings when they purchase more than one policy or when the cover is bought online.

Andrew Lowe, the head of home insurance at Direct Line, highlighted the need for a cheaper deal over the summer months as a result of the “unexpected costs” that we all face, such as holidays or children’s entertainment while they are off school. He said that “we want to help people cut costs where we can” and the new deal has been designed for exactly that reason.

Interestingly, Direct Line, which was established in 1985 and is part of RBS Insurance, does not appear on any of the comparison websites that have sprung up recently. For this reason it is perhaps more compelled to make cuts to its insurance packages to make up for the decreased visibility that it has as a result of not being on the comparison sites.

With news emerging that home insurance is less popular than ever now in the middle of the recession, anything that gets people to take out a home-insurance policy has to be a good thing.

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