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Direct Line buys insurance startup Brolly

Source: Brolly

Brolly was founded with a clear vision: ‘make insurance simple’. We’ve been on an incredible journey with our team, our product and our customers.

Since launching 4 years ago, we’ve grown from an ambitious idea to a fully functioning product backed by some of the world’s best investors and the UK’s largest insurers. Now, we’ve finalised a deal that will see us join forces and become part of Direct Line Group, the UK’s original insurance innovator. This combination - taking the technological edge of Brolly and integrating it with the insurance prowess of Direct Line Group - will allow us to accelerate the arrival of the next generation of insurance products. Direct Line Group are committed to leading the digital transformation of insurance and the Brolly team are proud and excited to be joining at such a pivotal moment in this journey.

Our Journey

Well it’s been a ride! When we started 4 years ago, we knew that changing insurance would be tricky but that didn’t make us more patient. We’re proud to have helped tens of thousands of people save time, money and a lot of confusion.

We started out with our AI-powered Policy Management product to help customers consolidate and manage all insurance in one place, we launched our ground-breaking app-based insurance product ‘Brolly Contents’ in partnership with Hiscox and pioneered loyalty discounts, our founder Phoebe Hugh was listed as one of Forbes 30 under 30 in 2019, and we were awarded CityAM’s 2019 ‘Insurance Company of the Year’.

We’re seeing a speed of change across the industry that we never imagined and we’re proud to have played our part. We also know this work is just beginning.

The future

This is a really big step for us in an already very exciting journey. Since our launch, our belief in the power of simple, personalised and intuitive insurance products has been unwavering. Alongside our new colleagues at Direct Line Group, we will imminently start work on products that will help shape the future of insurance. We’ll be looking to apply the same straightforward simplicity and amazing customer experience on a much larger scale. The reach and expertise present at our new home will help see those products delivered throughout the whole of the UK.

Our customers

None of this would be possible without our incredible customers. Your contributions and ideas confirmed what was missing in the insurance industry: cover you can trust, prices that are fair and a straightforward experience.  

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