Línea Directa Aseguradora, S.A. is a prominent Spanish insurance provider that specializes in direct-to-consumer insurance products. Founded in 1994 as a joint venture between Bankinter and Royal Bank of Scotland, the company disrupted the Spanish insurance market by bypassing traditional agent networks and offering policies directly via telephone and digital channels. Today, Línea Directa operates primarily in Spain and focuses on three main business segments: Motor, Home, and Health insurance.
The company's revenue is heavily concentrated in property and casualty lines. Motor insurance is its flagship product, accounting for approximately 81% of gross written premiums, while home insurance contributes around 15%. The remaining 4% is generated by its growing health insurance segment, which operates under the Vivaz brand. The company also offers specialized products for motorcycles under the Aprecio brand and targets female drivers through its Penélope Seguros brand. By leveraging a highly digitized, direct distribution model, Línea Directa maintains a competitive advantage through lower operational costs and competitive pricing. The company was spun off from Bankinter and completed its initial public offering on the Spanish stock exchange in 2021.
