Línea Directa Aseguradora was created in 1995 as a joint venture between Bankinter and Royal Bank of Scotland Insurance. Throughout its history, the Company has shaken up the Spanish insurance sector with a direct business model, which, by dispensing of agents and office networks and keeping a direct contact with their clients , enabled it to offer far more competitive prices than those offered, on average, in the market. 

Línea Directa headquarters

Our business model is based on technology, innovation and digital channels. This has allowed us to establish ourselves as a unique success story in the insurance sector.

We began by insuring cars and in 2003 also began to insure motorcycles.

In 2008, Línea Directa Aseguradora began offering home insurance, with configurable insurance in which customers can choose the cover they need. A year later, Bankinter bought the 50% of Línea Directa Aseguradora it did not already own, becoming the company's sole shareholder.

In 2017, Línea Directa Aseguradora launched its health insurance business line, to offer a complete and varied range to its customers. Línea Directa Seguro de Salud is already setting a benchmark for innovation, digitisation, simplicity and value for money. This new business line had 110,000 customers by the end of 2022, placing Línea Directa Aseguradora among the 25 largest companies in the health sector in only two years.

Línea Directa Aseguradora now has 3.4 million customers and is the 5th largest insurer for cars by turnover, and the 13th for home insurance and 13th for non-life.

In December 2019, Bankinter, the sole shareholder, announced its intention to turn Línea Directa Aseguradora into a listed company in 2020. This decision was approved by the Bankinter's General Shareholders' Meeting on March 19, 2020. The Spanish National Securities Market Commission (CNMV) approved the Prospectus for the Admission to trading of the shares of Línea Directa Aseguradora on March 15, 2021. The shares of the company started trading on April 29, 2021 with a reference price of 1.3175 euros per share, thus valuing Línea Directa Aseguradora at 1,434 million euros.

Throughout its history, the Company has been managed by four CEOs: Gonzalo de la Hoz (May 1995 - February 2008), María Dolores Dancausa (February 2008 - October 2010), Miguel Ángel Merino (October 2010 - February 2022) and, since February 2022, Patricia Ayuela.


Gonzalo de la Hoz                          María Dolores Dancausa             Miguel Ángel Merino                    Patricia Ayuela

 CEO 1995 - 2008                            CEO 2008 - 2010                       CEO 2010 - 2022                          Actual CEO


  • Línea Directa Aseguradora is set up, the first Spanish company to distribute insurance with a direct business model.


  • Línea Directa Aseguradora becomes the first insurance company to sell policies online.




  • Línea Directa Aseguradora sells its millionth policy in Spain.


  • Creation of Línea Directa Asistencia, the travel-assistance subsidiary.



  • Línea Directa Aseguradora begins to operate in home insurance.



  • Bankinter becomes the sole shareholder of Línea Directa Aseguradora.



  • Línea Directa Aseguradora sells its two-millionth policy in Spain.


  • Creation of the Línea Directa Foundation


  • Línea Directa Aseguradora launches its health insurance business line.




  • Línea Directa Aseguradora sells its three-millionth policy in Spain.



  • Línea Directa Aseguradora presents its digital transformation plan.


  • Bankinter's General Shareholders' Meeting approves the stock-market floatation of Línea Directa.



  • The shares of Línea Directa Aseguradora starts trading on April 29, 2021 with a reference price of 1.3175 euros per share.


  • Appointment of Patricia Ayuela as the new CEO of Línea Directa Aseguradora.


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