Professional profile

Patricia Ayuela

CEO

Patricia Ayuela is the new CEO of Línea Directa Aseguradora since February 17, 2022, thus becoming the fourth CEO in the company's history.

Patricia Ayuela has developed her professional career in the insurance and financial sector, and has been part of Línea Directa since 2003 and of its Management Team since 2008.

In these 14 years on the Management Team of Línea Directa, she has directed different areas of the company: from 2008 to 2009 she was the Director of Quality, in 2009 she went on to lead the Home business, consolidating and promoting the growth of this branch until the year 2015. Since 2016 she has headed the Motor Branch, the main business line of the Group, and a year later she also assumed the Digital Transformation Department, a strategic project that has led Línea Directa to be at the forefront of digitization in the sector.

She has been a Non-Executive Director of Bankinter Consumer Finance, Bankinter's company specializing in credit cards and consumer loans, for six years, from 2015 to 2021.

Previously, from 1998 to 2003, she managed some Internet banking projects at Argentaria, BBVA and Santander Central Hispano.

Born in Oviedo, married and with three children, Patricia Ayuela is an industrial engineer from the Universidad Pontificia Comillas ICAI-ICADE, EMBA from IESE and has also studied at Harvard Business School, the University of Michigan and the Wharton Business School of the University of Pennsylvania. She is bilingual Spanish-English, and speaks German and French.