Línea Directa Aseguradora in 2021
About us

Línea Directa Aseguradora is a leading company in direct insurance in Spain. The Company operates in the Motor, Home and Health business lines.

Since its inception in 1994, the company has shaken up the Spanish non-life insurance sector with a direct business model.

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

Business model

100% DISINTERMEDIATED

Centralised operations without offices or brokers. 
Efficient and direct.

COMPETITIVE PRICES

The best coverage at the best price by transferring the efficiency of the operation to the client.

INNOVATIVE

The group has launched pioneering products such as the Póliza Respira and Llámalo X and has democratized others such as fully comprehensive insurance with excess.

DIGITAL BENCHMARK

First insurer in Spain to sell online. 85% of customers are already digital.

History
1995
Launch of Línea Directa
as a 50%/50% Joint Venture
1999
First insurer to enable online payments
2003
Launch of insurance product tailored for motorcycles
2004
Línea Directa reaches 1m clients
2005
Launch of 24h on-road assitance through
Línea Directa Asistencia
2007
Inauguration of the 1st Línea Directa owned workshop in Madrid
2008
Launch of Home insurance
2009
Bankinter acquires the remaining 50% of Línea Directa, becoming sole shareholder
2015
Launch of the digital platform for management and control of car replacement parts
2017
Launch of Vivaz, Línea Directa's Health insurance brand, and the plan for digital transformation
2018
Inauguration of a new workshop in Barcelona
3m clients
2020
Approval of Línea Directa's listing
2021
Listing
2022
Appoitment of Patricia Ayuela as the new CEO of Línea Directa Aseguradora
Our brands
Línea Directa is the brand under which the company distributes insurance products in respect to cars, motorcycles, company car fleets, as well as Home insurance products. Thanks to its powerful advertising and its communication strategy, based on visibility, reputation and sustainability, Línea Directa is one of the most recognisable brands among consumers.
In 2012, Línea Directa created Penélope Seguros, a brand designed especially by female drivers.
Aprecio is the Company’s brand specialising in insurance for motorcycles, mopeds and scooters.
Launched in 2017, Vivaz is the Company’s Health insurance brand, and it is the first brand in the sector that rewards customers for maintaining a more active and healthier lifestyle.
The share
Financial Summary
907.2M€
Gross written premiums
€907m
Motor82%
Home15%
Health3%
Other0.2%
3.35M
Clients
3.35m
Motor76%
Home21%
Health3%
Other0.2%
Thousand euro 2021
Motor 748,100
Home 131,243
Health 26,449
Other 1,397
Total 907,189
Thousand clients 2021
Motor 2,528
Home 712
Health 105
Other 5
Total 3,350
99.1M€
Dividends
110.1M€
Net income
90%
Payout
5.7%
Dividend yield
30.4%
RoAE
186%
Solvency II ratio
67.7%
Loss ratio
20.5%
Expense ratio
88.3%
Combined ratio
2,576
Total employees
95.3%
Permanent contracts
Digitalisation
Digital customers
Digital tow truck requests
Digital motor claims
Digital home claims
Our purpose is to innovate, protect and bring together
#LíneaDirectaDNA We are...
AGILE
DIFFERENT
WE CARE FOR PEOPLE
Our corporate strategy is guided by the 2020-2022 Sustainability Plan: "We take care of what matters"
Environmental impact
0.4 grams of CO2 per premium euro
(carbon footprint)
9,378 metric tons of CO2 avoided
with the Póliza Respira
Social action
The Línea Directa Foundation, a national benchmark in the promotion of road safety.
ESG Dimensions
What do we take care of?
BUSINESS
Environmental Axis
Responsible supply chain
Social Axis
Products committed to society
Good Goverance Axis
Innovation and responsibility in the business
ORGANISATION
Environmental Axis
Climate change
Social Axis
Healthy and Responsible company Commitment
Good Goverance Axis
Corporate goverance Occupational health and safety
SOCIETY
Environmental Axis
Environmental impact
Social Axis
Road safetyPositive contribution to society
Good Goverance Axis
AlliancesTransparency in business
We are committed to the UN SDGs
Indices and rankings
Línea Directa Aseguradora is adhered to the UN Global Compact and is a signatory of the Women’s Empowerment Principles (WEPs), an initiative promoted by UN Women and the UN Global Compact.
Ranking 54th in Merco 2021
Company adhered to the Diversity Charter and its commitments to equality, inclusion, cultural diversity, a work environment free from prejudice and non-discrimination
EFR Certificate, of "Family-Responsible Company", with the B + rating
Board of Directors
 
Executive
Proprietary
Independent
Date of appointment / Last re-election
End of office term
Alfonso Botín-Sanz de Sautuola President
  • April 15th 2021
    April 15th 2025
    Patricia Ayuela Chief Executive Officer
  • February 17th 2022
    February 17th 2026
    Fernando Masaveu Director
  • April 15th 2021
    April 15th 2025
    Elena Otero-Novas Director
  • April 15th 2021
    April 15th 2025
    Rita Estévez Director
  • April 15th 2021
    April 15th 2025
    John de Zulueta Director
  • April 15th 2021
    April 15th 2025
    Ana María Plaza Director
  • March 18th 2021
    March 18th 2025
    Pablo Gonzalez-Schwitters Secretary, non Director
    February 7th 2008
    n.a