Direct Line pride themselves on human touch. Direct Line also takeaway focus on price and focus on high performance insurance. The brand lacks awareness and young people are feared of being penalised, don’t understand how the black box works and there’s a distrust on surveillance.

Make the Black Box sound more human

Young people have grew up loving robots such as R2D2 and Bender. Changing perceptions of the black box being against you to being a buddy will increase the quotes of insurance as it takes away the negative associations attached which is the fundamental barrier. So I created Buddy and he wants to help you improve your skills, reward good driving, keeps your data a secret and guide you through the steps when things go wrong. This will liberate new drivers of the worries and stress off getting car insurance as it lowers premiums, help you go out on your own and what to do when you have a bump in the road.