Direct Line

[hertz]

Why does the Direct Line advert make a big deal out of the fact that they are not on any price comparison websites? I would have thought that if their premiums are competitive enough, they would be high in the ratings and more people would insure with them. Or are their premiums so high that they know no-one would go with them as they would be too low on the ratings?

[wishy123]

What the price comparison sites (known in the business as aggregators) don't always make clear is that they charge insurers for the privilege of being included in the comparison, so they're not guaranteed always to find you the best deal that might be available. Direct Line refuse to play ball, relying instead on a brand which is still better known than any aggregator to lead people to them. It will differ in each case whether they can beat another insurer's premium.