Direct Line buys start-up broker Brolly

Phoebe Hugh Brolly

The Brolly team, including founder Phoebe Hugh, is set to move across to Direct Line once the deal is completed.

Direct Line Group (DLG) has bought personal lines insurtech broker Brolly for an undisclosed sum.

The deal for the London-based start-up is conditional and is expected to close during the third quarter of 2020.

Brolly was founded four years ago by chief executive officer Phoebe Hugh, with the aim to “revolutionise insurance”.

Last year it launched an app-based contents policy which included monthly subscriptions that reduce in price every month with loyalty.

At the time, Hugh told Insurance

Only users who have a paid subscription or are part of a corporate subscription are able to print or copy content.

To access these options, along with all other subscription benefits, please contact

You are currently unable to copy this content. Please contact to find out more.

Sorry, our subscription options are not loading right now

Please try again later. Get in touch with our customer services team if this issue persists.

New to Insurance Age? View our subscription options


Sign up and gain access to five complimentary news articles every month.

Already have an account? Sign in here

This address will be used to create your account

Interview: Nick Hobbs, Allianz Commercial

After the hardest but most energising 12 months of his career, Allianz Commercial’s chief distribution officer Nick Hobbs celebrates the insurer’s expanded appetite as he looks to bring even more quotes and solutions to brokers.

Most read articles loading...

You need to sign in to use this feature. If you don’t have an Insurance Age account, please register now.

Sign in
You are currently on corporate access.

To use this feature you will need an individual account. If you have one already please sign in.

Sign in.

Alternatively you can request an indvidual account here: