Aviva takes over the line directly. Credit: Christorney, Shutterstock
Aviva plans to complete the acquisition of £3.7 billion (€43.5 billion) direct insurance on Tuesday, July 1, 2025, and complete the acquisition of direct insurance after expressing trust in the final clearance from the UK Competitive Markets Authority (CMA).
The CMA plans to publish its Phase 1 survey results on July 10th, but both Aviva and Direct Line say they are optimistic. “Following its constructive involvement with the CMA, Aviva is confident in ensuring unconditional clearance by the statutory period of phase 1,” the company said in a joint statement. Active investors.
The contract, first announced in December 2024, creates a major player with a market share of over 20% in the UK auto insurance market. Includes offerings from Direct Line brands: Churchill, Green Flag, Core Car, Home and Pet Insurance.
However, the merger has sparked concern among staff. Aviva previously announced that the post-merger cost cuts could put approximately 2,300 jobs at risk. Independence.
The direct line, which previously rejected bids from Belgian insurance company Ageas, is undergoing a £100 million cost-saving program under new CEO Adam Winslow, which took over in March.
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