Aviva vs Direct Line: Compare Car Insurance

According to a 2024 study by the NimbleFins car insurance experts, Direct Line and Aviva are two of the largest car insurance companies in the UK, ranking #2 and #3, respectively, for premiums written last year. Not surprisingly, both come with many 'must-have' features, but they do not offer equal products. The NimbleFins car insurance experts have compared each company's standard car insurance policy to help readers trying to decide which might be the best product for their needs.

Quick Overview: Aviva vs. Direct Line Car insurance

The NimbleFins car insurance experts have compared the policy wordings for the Aviva and Direct Line car insurance products, identifying how they differ. To decide between these two well-known brands, it's best to understand what they offer (and what they don't)—then decide which suits your needs best.

It's important to note that the Aviva brand has one main tier of comprehensive cover (although they also sell an online-only brand called QuoteMeHappy) and the Direct Line brand has three tiers of cover ('Essentials', standard and 'Plus'). We are primarily comparing Aviva's product against the standard Direct Line product, although we may mention coverage on the other Direct Line tiers where it may be helpful.

Note: one noticeable change we noticed in Aviva's policy is an improvement in the cover for alternative transport & hotel after an accident. Aviva has increased their cover from £150 up to £500 max. For comparison, Direct Line includes onward travel in the standard and Plus plans, but not Essentials.

What we like about Aviva

Aviva, rated 4.3 out of 5 stars by our editors, is superior to Direct Line for the following notable reasons:

What we like about Direct Line

Direct Line, rated 4.0 stars by our editors, provides superior coverage for the following features:

Here's a quick, high level comparison of how the standard Direct Line and Aviva comprehensive policies compare on cost, features, customer service access and customer ratings.

Table of Contents

Aviva vs Direct Line Overall Review

Direct Line and Aviva are both solid options for those wanting to insure their car. Both insurance companies have similar customer review ratings.

However, as we can see below, there are coverage differences.

Most notably when it comes to policy on courtesy cars. Direct Line's comprehensive cover will provide a courtesy car in the case of repairs for all policies, plus for total loss or theft on the standard and Plus plans. Whereas with Aviva's comprehensive cover, you must buy an add on to get a courtesy car for any situation. A courtesy car is seen as a "should have" (loss or theft) and "must have" (repairs) policies according to Money Advice Service.

And while both have good cover for damage or theft of permanently-fitted electronic equipment, Direct Line arguably covers removable equipment like portable audio or satnav devices better with a limit of up to £1,000; on the other hand, Aviva include cover for these devices within personal belongings cover that is subject to a limit of only £150. But for permanently fitted equipment not part of the original car spec Aviva is better because Direct Line caps that cover at up to £1,000.

Now, Aviva allows for a higher total coverage for alternative transport & hotel after an accident, e.g. providing a taxi to take you and your passengers to a destination or to pay for one night in a hotel if necessary. Aviva covers up to £500 for overnight accommodation or public transport while Direct Line will pay up to £250 on the standard plan (£300 on Plus, no cover on Essentials plan).

Direct Line also has more breakdown options at the lower end of the cost scale. Direct Line will provide individuals with breakdown cover starting at £25 with their rescue package and going all the way to £100+ with their Euro Plus package. Whereas, Aviva's breakdown coverage starts from £45.62 (according to a quote we gained later during our cost comparison).

Here is an overall of some important features, and how Aviva and Direct Line's standard comprehensive car insurance policies compare:

How Do Aviva and Direct Line Comprehensive Car Insurance Compare?	Does Aviva Deliver?	Aviva Comprehensive Coverage	Does Direct Line Deliver?	Direct Line Comprehensive Coverage
"Must Have" Features
Windscreen		Included (subject to stricter limits if you don't use an approved repairer)		Included
Belongings		Up to £150		Included but amount of coverage varies £250
Keys		Cover for replacement locks if keys stolen or lost		Covered for damaged, lost or stolen keys (up to £1000). Stolen keys must be reported to police. Loss of earnings are not covered.
Protected NCD		If you buy the add on		If you buy the add on and have at least 4 years NCD with no more than one claim in past 3 years for all drivers combined
Car recovery after accident		Included		Included
Courtesy car (repairs)		If you buy the add on		Included (for duration of repairs with approved repairer, else up to 21 days)
Repairs guaranteed (if use approved repairer)		Lifetime while you own vehicle		5 years
"Should Have" Features
New car replacement		Included		Included
Stereo and satellite nav		If permanently fitted to your vehicle		Unlimited cover for equipment part of original car spec, up to £1,000 otherwise
Alternative transport & Hotel after accident		Up to £500 for overnight accommodation or public transport		Taxi to take you and your passengers to one destination; one night in a hotel if necessary up to £250
24-hour emergency helpline		24 hour claims lines		Included
Courtesy car (total loss or theft)		If you buy the add on		Up to 21 days
Motor legal expenses		If you buy the add on		If you buy the add on
Breakdown cover		If you buy the add on		If you buy the add on
"Could Have" Features
Same cover in EU		Add on available if you call at least two weeks prior		Up to 90 days, if you pay an extra premium
Child car seat replacement after accident, theft, fire		Included		Included
Larger/premium courtesy car		If you buy the add on		If you buy the "Guaranteed Hire Car Plus" add on (while car being repaired if use their Approved Repairer; up to 21 days if you use your own repairer)
Uninsured driver NCD protection		Included		Included
Cancellation fee		£0 cancellation fee during cooling off period if cover has not started; otherwise £38		£48.16 after cooling off period; no extra fee during 14-day cooling off period and no fee for mid-term admin changes

What could each company do better on an absolute basis in terms of features? Below we've listed some features that each company could improve upon.

What we don't like about Aviva

What we don't like about Direct Line

Alternative Plans Aviva and Direct Line Provide

Both Aviva and Direct Line, as most car insurance companies do, offer a Third Party, Fire and Theft (TPFT) policy. Of course, these policies have a lower level of cover than the comprehensive policy, because they don't cover accident damage to your vehicle and may have fewer other features.

Direct Line also sells a more budget 'Essentials' plan and a more premium 'Plus' policy. However, these offer different things.

Temporary car, van and business use insurance is also available from both Aviva and Direct Line.

Aviva vs Direct Line Cost Comparison

According to our test case, Direct Line's comprehensive and comprehensive Plus policies both charge lower premiums than Aviva's comprehensive policy. Not only that but Direct Line offers the protected NCD feature at a lower fee than Aviva—by quite a way. That seems to imply Direct Line is better value. However, quotes will vary, and Direct Line could be more expensive for other driver and vehicle profiles. Make sure to get your own quotes before making a decision.

The quotes above are for a 47-year-old female living in the outskirts of London, driving a 2015 Ford Fiesta 8,000 miles a year that she parks at home. They have no convictions and have 8+ years of no claims.

Aviva vs Direct Line Reviews and Ratings Compared

Aviva vs Direct Line Cancellation Fees Compared

Fees will also incur Insurance Premium Tax.

Important Phone Numbers

As you can see in the table below, Aviva and Direct Line customer service telephone hours are roughly comparable, both being open 7 days a week. However, Direct Line telephone lines are closed on bank holidays.

Webchat hours, however, are noticeably longer for Direct Line. Motorists who might need to contact customer service during regular working hours might prefer Direct Line for this reason.

Aviva Contact Numbers

Car insurance customers can reach Aviva customer service 7 days a week, on Monday to Friday from 8am to 6pm and Saturdays 9am to 3pm and Sundays from 10am to 2pm and bank holidays 10am to 4pm. Find their numbers aviva numbers.

Direct Line Contact Numbers

Online access to your account and 24-hour availability are key factors for many people these days. While customer service is only open during typical business hours (Weekdays 8am-9pm, Saturday 9am-5pm, Sunday 10am-5pm), the emergency helpline is open 24 hours a day if you have an accident and need assistance. Find their numbers directline numbers.

There's also an online webchat feature which is open extended hours, on Mon - Fri 8am - 11pm, Saturday 9am - 9pm and Sunday 10am - 9pm. Finally, customers can access their account and make changes through the customer portal.

Policy Documents

To read about the full details of an Direct Line policy, including what's covered and exclusions, read through the Direct Line car insurance policy documents here.

To read about the full details of an Aviva policy, including what's covered and exclusions, read through the Aviva car insurance policy documents here.