Direct Line Group Strengthens Digital Offerings with Brolly Acquisition
In a strategic move to accelerate its digital transformation, UK insurance giant Direct Line Group has acquired Brolly, a London-based insurtech startup known for its innovative mobile app. While financial details remain undisclosed, the deal is set to finalize in Q3 2020.
The Rise of Brolly: From Concierge Service to Disruptive Insurtech
Founded by Phoebe Hugh (ex-Aviva) and Mykhailo Loginov (ex-Skype/Microsoft) through Entrepreneur First, Brolly launched in 2017 as a personal insurance concierge. Its app allowed users to:
- Centralize management of existing policies
- Identify coverage gaps or duplications
- Discover better insurance deals through AI-driven recommendations
Pivoting to Address Market Gaps
After initial traction, Brolly expanded in 2019 with Brolly Contents – a flexible home contents insurance product featuring:
- £40,000 coverage limit for renters/homeowners
- Monthly flexible plans with no update fees
- Loyalty rewards offering up to 25% discounts for claim-free customers
Image Credits: Brolly
Strategic Integration and Future Plans
Post-acquisition, Brolly’s team will join Direct Line Group to:
- Scale their technology platform
- Enhance digital insurance solutions
- Accelerate the Group’s transition to a market-leading digital insurer
“We’re thrilled to bring our vision to a larger audience,” said CEO Phoebe Hugh. “This partnership allows us to build personalized, simplified insurance products at scale with one of the UK’s most innovative insurers.”
Transition for Existing Users
Current Brolly customers should note:
- The policy management platform will sunset on July 30, 2020
- Users can export policy data before discontinuation
- Brolly Contents coverage will honor existing policy end dates
This acquisition marks another significant move in the evolving insurtech landscape, as traditional insurers increasingly partner with agile digital innovators to meet modern consumer demands.
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