Línea Directa and it´s CEO, Patricia Ayuela, are rankned among the companies and executives with the best reputation in Spain according to Merco.
- Línea Directa Aseguradora has ranked 56th in the 2025 Merco Companies and Leaders global ranking, which lists the 100 companies with the best reputation in Spain, as compiled by the Corporate Reputation Business Monitor (Merco). In the specific insurance sector ranking, it maintains its position in third place.
- Meanwhile, Patricia Ayuela, the company’s CEO, has entered for the first time the list of the country’s most highly regarded executives according to various stakeholder groups, securing the 58th position.
- The data from the 25th edition of this benchmark monitor represent recognition of the company’s strategy and the transformation it has undertaken. With this, Línea Directa is driving a phase of growth and profitability while consolidating its leadership in innovation and digitalization.
Madrid, 16 June 2025. The 25th edition of the Merco Companies and Leaders ranking positions Línea Directa Aseguradora as one of the most reputable companies in the country, recognizing its strategy of growth, digitalization, and innovation. The company has once again secured a place among the top-ranked firms in Spain for corporate reputation. Additionally, Patricia Ayuela, the company’s CEO, has been recognized for the first time as one of the most highly regarded executives in the country, according to the ranking released today by the Corporate Reputation Business Monitor (Merco).
Specifically, Línea Directa ranks 56th among the 100 companies with the best reputation nationwide in this benchmark list within the Spanish business landscape. In the insurance sector ranking, Línea Directa maintains its third-place position—above what would be expected based on its size and market share.
Patricia Ayuela, who has served as CEO of Línea Directa since February 2022, enters the Merco Leaders ranking for the first time, taking the 58th spot among the 100 most reputable business leaders.
In Patricia Ayuela’s words: “This recognition would not have been possible without the work and commitment of each of the more than 2,400 people who make up Línea Directa Aseguradora.”
This monitor, a benchmark in Spain and Latin America due to its methodology, ranks the 100 companies and 100 business leaders in the country with the best reputation. The 25th edition of Merco Companies and Leaders included input from over 62,000 respondents, including executives from large companies, financial analysts, economic journalists, consumers, employees, and students, among others.
Companies are evaluated based on criteria such as financial performance, quality of commercial offerings, talent management, innovation, ethics, and corporate responsibility. Meanwhile, executives are assessed for their strategic vision, leadership in transformation and innovation, and ethical and sustainability commitments.
In recent years, under Patricia Ayuela’s leadership, Línea Directa has undergone an ambitious transformation to strengthen its direct business model, ushering in a new phase of growth and profitability. As a result, the company has enhanced its multi-product positioning and reinforced its leadership in product innovation and digitalization. Additionally, it has continued to integrate sustainability across its operations and culture, achieving significant progress in environmental, social, and governance dimensions.
About Línea Directa Aseguradora
Línea Directa Aseguradora is currently one of the leading car insurance companies in Spain, specializing in the direct sale of insurance for cars, motorcycles, businesses and the self-employed, home, health, pets, and multi-risk business coverage. Línea Directa ranks among the 100 Spanish companies with the best reputation, according to the MERCO Companies ranking.