Aviva fast tracks Direct Line acquisition

Written by Adam Cadle

27/06/2025

Aviva’s £3.7bn acquisition of Direct Line is set to finalise on or around 1 July 2025 after a High Court Sanction hearing and the firm expressing it will proceed with the deal ahead of receiving clearance from the Competition and Markets Authority (CMA).

Aviva is the largest general insurance player in the UK, accounting for 9.7% of GWP in 2023 according to GlobalData.

GlobalData lead insurance analyst, Beatriz Benito, said: “Aviva’s position as the leading player will strengthen significantly upon the acquisition of Direct Line, with the combined group potentially almost doubling the joint-second-largest player’s share (14.4%).

“Aviva’s decision not to wait to receive the CMA’s decision signals confidence that it will receive unconditional clearance, while also shows keen interest in expediting the deal. Unlike some jurisdictions, the UK’s merger control system is non-suspensory; implying that a transaction can be completed before the CMA gives the green light.”

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