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

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