Magazine article Marketing

Direct Line Moves into Home Repairs

Magazine article Marketing

Direct Line Moves into Home Repairs

Article excerpt

Direct Line is expanding beyond insurance into the household repairs industry with the launch of an emergency service, Home Response 24.

The service, which will tap into consumer anxiety about using tradesmen for costly one-off jobs, will be launched to the public in September following a trial among Direct Line staff.

By charging a monthly subscription fee, Direct Line pledges to provide emergency services including heating, plumbing and drainage, electrics and wiring, hot water and household security.

For pounds 7 per month customers will be covered for all call-out fees and the first hour's labour. For an additional pounds 7, parts and labour up to the value of pounds 1000 will be covered. Fees also include a 12-month guarantee on repairs. Discounted rates are available to existing Direct Line customers.

Jim Wallace, marketing director at Direct Line, said: 'There are so many horror stories in this area and there is a need for a reliable brand. …

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