What Línea Directa does

Línea Directa Aseguradora S.A. Compañía de Seguros y Reaseguros is a Madrid-headquartered (Tres Cantos) Spanish private insurance company founded in 1995, operating a direct-to-consumer model that distributes personal and small-business insurance products without bank or agent intermediaries. The company sells auto, motorcycle, home, health, pet, mobility/scooter, illegal-occupation, professional-vehicle, and business multi-risk policies through a digital platform comprising a self-serve website, native iOS/Android/Huawei mobile apps, phone sales, and a free callback service. Its technology stack includes an online quote engine that produces prices in under two minutes, a customer portal for policy management and claims filing, real-time tow-truck tracking through the app, and the ConducTOP telematics-style rewards app that uses photo-based driving verification.

The business model is built on recurring insurance premiums with mixed billing cadences (annual for home/auto/pet/mobility, monthly for health). Pricing is tiered across products — e.g., health from €19.90/month with no copayments, pet from €39.90/year, scooter insurance at €99/year, illegal occupation at €24/year — and amplified by promotional guarantees such as the 40% home discount campaign (June–September 2026) targeting customers switching from bank-linked mortgage insurance. Q1 2026 gross written premiums totaled €303 million, with auto representing 77.9% of business (down from 81.4% in 2025) and home contributing €43.5 million. The company serves more than 3.8 million individual and SMB customers exclusively in Spain, is 17%-owned by Bankinter, and uses the Línea Directa brand under license from Grupo Direct Line while operating as an independent entity. Customer engagement is supported by the Por SER loyalty program, multi-product bundling (Coche+Casa), and an eKomi-verified 9.2/10 customer satisfaction score across 51,195+ reviews.

Name

Línea Directa

Legal name

Línea Directa Aseguradora S.A. Compañía de Seguros y Reaseguros

Website

https://lineadirecta.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Línea Directa is a Madrid-based direct-to-consumer Spanish insurance company (founded 1995) selling auto, home, health, pet, mobility, and small-business policies online and via mobile apps to more than 3.8 million customers across Spain, with Bankinter holding a 17% stake.

Ownership category

akta.pro rank

Product category

Direct Personal Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126)

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

Keywords

• Direct car insurance
• Home insurance
• Health insurance
• Pet insurance
• Mobility insurance

Headquarters

HQ city

Madrid

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain

Revenue model

1. Insurance Premiums - Auto: Primary revenue stream from auto insurance policies covering cars, motorcycles, and electric vehicles. Auto segment represented 77.9% of business in Q1 2026, down from 81.4% in 2025, showing strategic diversification efforts.
2. Insurance Premiums - Home: Home insurance policies including essential, complete, and complete plus tiers. Home insurance generated €43.5 million in Q1 2026. Company actively promoting home insurance growth to reduce auto segment concentration.
3. Health Insurance: Health insurance products including Specialists, Complete, and Dental plans. Starting from €19.90/month with no copayments.
4. Pet Insurance: Pet insurance for dogs and cats with Essential and Complete coverage options. Starting from €39.90/year.
5. Mobility Insurance: Insurance for electric scooters and bicycles, mandatory in Spain. Priced at €99/year.
6. Illegal Occupation Insurance: Specialized coverage for home illegal occupation protection. Priced at €24/year.
7. Business Multi-risk Insurance: Multi-risk business insurance for self-employed and companies covering professional vehicles and business assets.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Línea Directa is a Spanish direct-to-consumer insurance company that underwrites and distributes car, motorcycle, home, health, pet, electric scooter/bicycle, illegal occupation, professional vehicle, and business multi-risk insurance policies. The company sells coverage directly to customers through its website, mobile apps, and phone channels, bypassing bank-insurance intermediaries. Policies are issued under the Línea Directa Aseguradora S.A. brand, with multi-product bundling and a loyalty program driving cross-line retention.

Product overview

Línea Directa is a Spanish insurance company offering a comprehensive portfolio of personal and business insurance products through both digital and traditional channels. The core product lineup includes car insurance (Seguro de Coche), motorcycle insurance (Seguro de Moto), home insurance (Seguro de Hogar), health insurance (Seguro de Salud), pet insurance (Seguro de Mascotas), and mobility insurance for e-scooters and bicycles (Seguro de Patinetes y Bicis). Additional offerings include specialized products such as illegal occupation insurance (Seguro ante la Ocupación ilegal), professional vehicle insurance (Vehículos Profesionales), and business multi-risk insurance (Multirriesgo Negocios). The company supports its products with digital services including a mobile app, the ConducTOP driving behavior reward program, and the Por SER loyalty program. Products are available for individuals (Particulares), self-employed professionals, and businesses (Autónomos y Empresas).

Differentiator

Problem solved

Functional benefit

Brands

• Coche+Casa: A bundled insurance package combining car and home insurance products offered at a discount.
• Por SER
• ConducTOP

Products and services

• Seguro de Coche (Car Insurance)

Quantifiable outcome

• 40% savings on home insurance for customers switching from bank-linked mortgage insurance
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators11 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Adeslas: Major Spanish health insurance provider (part of Mutua Madrileña). Relevant peer specifically for Línea Directa's health insurance expansion, with established medical provider networks and a longer track record in the segment.
• Sanitas: Leading Spanish health insurer (part of Bupa) and a relevant competitor to Línea Directa's growing Salud product line. Overlap is concentrated in health insurance, where Sanitas has deeper provider networks and brand equity.
• Caser Seguros: Spanish multi-line insurer with strong home, auto, and health offerings. Competes with Línea Directa across personal lines and serves as a reference point for digital distribution strategies among Spanish mid-sized incumbents.

Broad incumbents

• Generali Seguros: Major European insurer with a sizable Spanish operation in personal and commercial lines. Competes with Línea Directa in auto and home while offering broader life and investment products through multi-channel distribution.
• Allianz Seguros: Large multinational insurer active in Spain across personal and commercial lines. Competes in auto and home, with growing direct/digital capabilities that increasingly overlap with Línea Directa's proposition.
• MAPFRE: Spain's largest insurance group and parent of Verti. Offers a full multi-channel portfolio including auto, home, health, and life, and serves as both a competitor and indirect benchmark for Línea Directa's digital strategy.
• Direct Line Group: UK-listed direct insurance specialist and the original owner of the Línea Directa brand. Although Línea Directa is independent, the strategic model — direct-to-consumer, single-country, auto-centric — closely mirrors Direct Line Group's playbook.
• Zurich Seguros: Global insurer with Spanish personal and commercial lines business. Provides direct and intermediated competition in home and auto, and a relevant benchmark for product breadth and pricing in Spain.
• Mutua Madrileña: Largest mutual insurer in Spain with a strong auto franchise and growing direct/digital capabilities. Competes with Línea Directa across personal lines while also offering bancassurance and broker channels.

Direct peers

• Verti Seguros: Spanish direct-to-consumer insurance brand owned by MAPFRE, offering car, motorcycle, home, and other personal lines online. Operates the same direct model as Línea Directa, competing head-to-head for Spanish price-sensitive consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/lineadirecta_es
• YouTubelineadirecta.com/contactar/redes-sociales.html
• Facebookfacebook.com/lineadirectaaseguradora
• LinkedInlinkedin.com/company/linea-directa-aseguradora
• TikToklineadirecta.com/contactar/redes-sociales.html

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Línea Directa