History

Línea Directa Aseguradora was founded in 1995 as a joint venture between Bankinter and Royal Bank of Scotland Insurance. The company revolutionized the Spanish insurance sector with a 100% direct sales model, operating via telephone and digital channels, without intermediaries, which enables it to offer high-quality insurance and excellent service at competitive prices. 

Línea Directa headquarters

This business model, based on technology, innovation and digital channels, has allowed the company to establish itself as a unique success story within the insurance sector.

The company began its activity by insuring automobiles and, in 2003, also started underwriting motorcycle insurance. In 2008, Línea Directa Aseguradora entered the home insurance segment.

One year later, Bankinter acquired the remaining 50% stake in Línea Directa Aseguradora, becoming the company’s sole shareholder.

In 2017, with the aim of offering its customers a comprehensive range of general insurance products, the company launched its health insurance. Since then, Línea Directa Aseguradora has continued to expand its product offering with new products such as pet insurance and multi-risk insurance for businesses.

Today, Línea Directa Aseguradora has more than 3.7 million policyholders and is a general insurance company for individuals, self-employed professionals and SMEs, specializing in car, motorcycle, professional vehicle, home, health, pet and commercial insurance.

In December 2019, Bankinter, its sole shareholder, announced its intention to list Línea Directa Aseguradora on the stock market. This decision was approved by the bank’s General Shareholders’ Meeting on March 19, 2020. The Spanish Securities Market Commission (CNMV) approved and registered the Prospectus for the admission to trading of Línea Directa Aseguradora shares on March 15, 2021. The company’s shares began trading on the Spanish stock exchanges on April 29, 2021.

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

Milestones

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

    1995

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

     

     

    1999

  • Línea Directa Aseguradora sells its millionth policy in Spain.

    2004

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

     

    2005

  • Línea Directa Aseguradora begins to operate in home insurance.

     

    2008

  • Bankinter becomes the sole shareholder of Línea Directa Aseguradora.

     

    2009

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

    2013

  • Creation of the Línea Directa Foundation

    2014

  • Línea Directa Aseguradora launches its health insurance business line.

     

     

    2017

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

     

    2018

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

    2021

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

    2022

Institutional presentation