RBS Insurance rebrands as Direct Line Group

RBS Insurance has announced it will rebrand as Direct Line Group in preparation for its removal from the RBS Group.

Direct Line Group will comprise the consumer brands Direct Line, Churchill, Privilege and Green Flag, plus the broker business NIG, and as a result brings all of the Group’s UK and International businesses under a single corporate identity. These businesses will remain unchanged while RBSI’s white label partnerships business will be known as “Brand Partners”.

The new name was chosen as it represents one of the better-known brands and is internationally recognisable, with Direct Line Italy and Direct Line Germany expanding its European presence.

Paul Geddes, CEO of Direct Line Group, says: “This is an important, symbolic step for the Group as we move towards having a distinct identity ahead of the planned divestment from RBS Group.”

The decision was made following the European Union’s approval of the State Aid given to RBS Group in 2008, which specified the insurance element must be removed by the end of 2013, and completely discarded by the end of 2014.