Mark Evans

…has been part of the team leading the Direct Line brand though a wonderful customer-led reinvention around an obvious-sounding but bold insight – the value of insurance should be less about what you pay for it in the first place and more about the support and help you get when you need to make a claim. So Direct Line has majored on providing a fantastic claims service and selling this idea at the heart of their proposition. Turned out a big segment of customers valued this highly, were less price sensitive because they saw added value, and turned out to be lower risk than average too, so a real win for the business.