Aviva vs Direct Line
Side-by-side car insurance comparison based on rates across all available locations
Aviva
4.3Avg Monthly
£81/mo
Best Rate
£61/mo
Best For
Comprehensive
Top Discount
Multi-policy 12%
Founded
1696 · London, England
Available In
12 locations
Direct Line
4.4Avg Monthly
£84/mo
Best Rate
£67/mo
Best For
Claims service
Top Discount
Online 10%
Founded
1985 · Bromley, London
Available In
11 locations
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Rate Comparison by Region
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Pros & Cons
Aviva
Pros
- ✓Widest product range of any UK insurer — car, home, life, health in one place
- ✓5-Star Defaqto ratings on key products
- ✓Multi-product discount when bundling two or more policies
- ✓Strong financial stability — part of the FTSE 100
Cons
- ✗Premiums for single-product policies are not always the lowest
- ✗Claims experience can vary by product line
Direct Line
Pros
- ✓Consistently strong claims service ratings
- ✓Comprehensive car insurance includes courtesy car as standard
- ✓Not sold on price comparison sites — direct pricing can be competitive
- ✓Home emergency cover available as standard on some policies
Cons
- ✗Not available on price comparison sites — harder to benchmark
- ✗Premiums can be higher than budget-focused competitors
Which Should You Choose?
Aviva is the cheaper option in 10 of 11 regions where both insurers operate, saving an average of £5/month. Direct Line is cheaper in 1 regions.
Direct Line has a higher average customer rating (4.4/5) compared to Aviva (4.3/5). However, ratings can vary by region and coverage type.
Aviva is generally best for comprehensive, while Direct Line stands out for claims service. The right choice depends on your priorities — lowest price, best service, or specific discounts.
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