Date:11 June 2007 I Comments: 6 I Views:13,613

Is it my imagination or does Direct Line seem to have something against price comparison websites?

Their recent run of TV advertising openly refutes the reliability of the information available from price comparison websites and encourages consumers to go directly to them.

Obviously no names are mentioned but there are only a few well known comparison sites and the phrase ‘price comparison site’ which is used in the advertising, matches the slogan of who call themselves ‘the price comparison site’.

So why have they done it? Have they fallen out with one or more of the price comparison websites?

The advert makes a statement like, ‘when you find out the price comparison site are just the middle-men’ but I thought that was obvious?

Maybe it’s because they don’t have a competitive enough product to feature at the top of an impartial list?

It’s strange they would spend the thousands of pounds it costs to advertise on TV just to slag off price comparison sites but it definitely comes across that way!

Category: General


  1. It’s a definite marketing tactic by them to get people thinking they might not be getting the best deal by going to comparison sites. There’s been a fair bit in the press recently about comparison and switching sites not covering the whole of the market, which is usually the case. There’s also been some mention of companies having to pay to get onto the Best Buy tables, such as MoneyFacts.

    My opinion is that we need to be aware that comparison sites might not be able to get the very best deal on the market, but they do save you time, and if you’re saving money on an existing deal then that’s got to be good for you. I’m going to keep an eye on the Best Buy table situation though, as I companies such as MoneyFacts have a lot of influence on the market, and in my opinion these should be kept as independent and as inclusive as possible.

  2. I thought MoneyFacts were the good guys and one of the only truly impartial comparison services.

    I subscribe and I know some of the other big websites that they provide results for so I know what kind of influence they have.

    It’s hardly surprising to hear that there’s money involved in best buy tables, it happens everywhere and the unsuspecting consumer is none the wiser.

    Bbelieve nothing of what you hear and only half of what you see…

  3. Intheknow

    Direct Line have never appeared on price comparison sites. They were prevented by UK Insurance (or UKI, who are in relaity Royal Bank of Scotland), who provide their products, and that of 40% of the UK motor insurance market (Tesco, Churchill etc). UKI didn’t want customers to see their prices as they wanted customers to perceive their brands as cheap through their marketing activity, even if they weren’t actually. They also (IMHO) want customers to look at benefits rather than price (see DL’s ‘a good deal better’ campaign). Anyway, RBS are now setting up a comparison site (Tesco Compare) to allow them to aggregate their products as they’ve obviously (again IMHO) seen that customers are voting for these with their mouses(?). So it looks like Direct Line have chosen not to take this opportunity to allow their products to be aggregated and are firing a broadside into Tesco Compare before it even sets sail. Insurance just got interesting…

  4. Sarah

    Direct line is really has become really weird, the same thing goes with norwich union and apparently you cannot get a quote from comparison sites to norwich union. Direct line claims to give 2nd driver claim bonuses but you are not qualified if your over 25, so they are real strange not like the old direct line.


  1. […] UKMoneyPot notes that Direct Line has recently started an advertising campaign suggesting that consumers should not trust price comparison sites (such as, etc) and should instead get quotes directly from themselves. […]