Better Health for All

Direct Line Group achieved carbon neutrality in 2020 by offsetting operational emissions

and supported projects like water filters in Kenya and clean cookstoves in Bangladesh , which aim to improve health outcomes in local communities, indicating significant positive health externalities. In 2024, the company's Community Fund donated £50,000 , with a portion allocated to Parenting Mental Health , demonstrating basic recognition and limited practical support for mental health needs. Direct Line Life Insurance offers virtual GP consultations to policyholders .

Fair Money & Economic Opportunity

Direct Line agreed to pay £30 million in redress to home and motor insurance customers who were overcharged at renewal due to an error in implementing FCA pricing regulations

. This followed a voluntary agreement with the FCA in September 2023 to review past business practices and commit to ensuring fair pricing and transparency . The company also announced plans in July 2024 to list products on price comparison websites to offer greater pricing visibility and choice , and intends to enhance pricing models to promote fair pricing . As an insurer, Direct Line does not offer consumer credit products, high-cost financial products, or debt products.

Fair Pay & Worker Respect

In April 2018, the company introduced a new company-wide minimum salary that was 6% higher than the Living Wage Foundation's rate.

Additionally, in March 2018, it awarded £500 in free shares to existing employees. In terms of pay equity, the median gender pay gap was 14.2% in March 2022, meaning women earned 85.8% of men's median pay. The ethnicity pay gap was 7.9% in the same period.

Fair Trade & Ethical Sourcing

Direct Line Insurance Group plc (DLG) operates primarily in the insurance sector, focusing on services rather than the procurement of physical goods. Consequently, fair trade certifications for commodities, traceability of physical provenance, and sourcing of high-risk materials are not applicable to its core business. The company has an Ethical Code for Suppliers, which requires adherence to International Labour Organisation (ILO) standards, including prohibitions against child and forced labor, non-discrimination, and commitments to a living wage and reasonable working hours.

DLG complies with the UK Modern Slavery Act 2015, publishing an annual statement and conducting annual Modern Slavery risk assessments. Due diligence is performed on new suppliers with engagements exceeding £100,000, requiring them to provide Modern Slavery statements or responses. In 2020, a review of its actively managed supply chain, representing approximately 80% of overall supplier spend, found that 75% of those suppliers had published Modern Slavery statements. DLG also has a Supply Chain Sustainability Programme focused on engaging Tier 1 suppliers to align with climate commitments.

Honest & Fair Business

Direct Line Group has a comprehensive Whistleblowing Policy, offering a free, confidential, 24/7 anonymous helpline and web service via an independent third party.

All reports are investigated by an Internal Investigations function, with findings reported to the Board Risk Committee, which, along with a Whistleblowing Champion, oversees the policy. All employees undertake an annual online learning module on whistleblowing. The company also enforces a strict, zero-tolerance Anti-Bribery and Corruption policy, compliant with the UK Bribery Act 2010, explicitly prohibiting facilitation payments. Risk assessments are conducted across all businesses, and all employees receive annual ABC training with an 80% pass mark. In regulatory matters, the Financial Conduct Authority (FCA) found that Direct Line Group flouted rules, leading to an estimated £30 million in refunds to home and car insurance renewal customers overcharged since January 2022. The FCA also mandated a review of motor total loss claims from 2017-2022 for unfair settlements. The Competition and Markets Authority (CMA) identified that Direct Line erroneously added 'No Claims Bonus Protection' to at least 320 customer policies between June 2023 and January 2024, leading to refunds, though no formal enforcement action was taken. The company actively combats fraud, with counter fraud savings increasing 21% year-on-year, including successful investigations leading to jail sentences for individuals attempting to claim nearly £90,000 in May 2025, and contempt of court convictions for sisters attempting to defraud over £450,000 in December 2024.

Kind to Animals

Direct Line Insurance Group PLC is a service-oriented insurer, and its core business model does not involve activities such as animal testing, animal agriculture, or the sourcing of animal-derived ingredients. Consequently, most animal welfare key performance indicators are not applicable. The company offers pet insurance products that indirectly support animal welfare by providing financial assistance for veterinary care, including 24/7 access to vet advice and discounts on medications

. Direct Line also raises awareness about pet safety in transportation and the financial implications of breed-related health conditions for pet owners .

No War, No Weapons

Direct Line Group states it does not engage in direct or indirect military activities

, indicating zero revenue from arms or defense contracts and no defense assets to divest. Its investment strategy explicitly excludes manufacturers of banned weaponry, specifically landmines and cluster munitions.

Planet-Friendly Business

Direct Line Group has five Science-Based Targets (SBTs) approved by the Science Based Targets initiative (SBTi) in 2022, aligned to a 1.5°C pathway.

The company has sourced 100% of its electricity from renewable sources since 2014. DLG publishes a Task Force on Climate-related Financial Disclosures (TCFD) report, which includes information about Board oversight of environmental matters.

Safe & Smart Tech

Direct Line maintains a comprehensive privacy and security framework that complies with the UK GDPR and Data Protection Act 2018

. This framework includes processes to demonstrate accountability and data protection obligations .

Zero Waste & Sustainable Products

Direct Line Group's Bristol office, which has over 1,000 employees, implemented a waste reduction initiative by partnering with Vegware to use plant-based, compostable catering disposables and joining their Close the Loop service for composting

. The company also expects all its suppliers to mitigate environmental risks and reduce their impact on the environment , and aims to ensure key supply chains minimize waste .