Direct Line started with a single product car insurance. And just one way for customers to buy over the phone. Since its launch in 1985, Direct Lines aim has always been to put the customer first. It started selling car insurance from a single call centre in Croydon, with just 63 employees and one product. Speed, simplicity and a practical approach lead to 80,000 policies sold in its first year. Providing insurance to millions of customers, were not just about car insurance anymore.