Our Mission

To exceed customer expectations by providing superior service and prompt settlement of claims.

Our Vision

To be the preferred motor insurance provider in Kenya and the wider East Africa region.

There is a tale of two shoe salesmen who are sent by their company to explore new business opportunities in Africa. The first shoe salesman completes his survey and reports, “There’s no business opportunity, no one here wears shoes.” The second shoe salesman also completes his survey but reports, “There’s an immense business opportunity, no one here wears shoes.”

Much like the second salesman, in 1998 we saw an opportunity to pursue and positively impact the PSV sector, an industry that others had avoided. We took it as our responsibility to serve and make our clients feel cared for. Our tenacity to do this and do it well is inspired by the words of Theodore Roosevelt:

“It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena…”

These words have long been the tenet of our culture at Directline. We believe in providing accessible insurance, continually innovating our products, promptly settling claims and exceeding client expectations in motor vehicle insurance.

To keep on our toes, we have invested in a team of world-class insurance professionals who are supported by a robust IT infrastructure. It enables convenience and efficiency to remain at the forefront of what we do. In turn, PSV owners can focus on keeping their businesses going and growing.

Directline is proud to be Kenya’s leading PSV insurer.
Furthermore, we are the country’s first niche underwriter to solely focus on motor vehicle insurance.

Our vision is to become the motor insurance provider of choice for ordinary Kenyans and the wider East African region.

Beyond insurance we are improving road safety across the country. Together with industry authorities and other stakeholders, we are sensitising road users to improve driver skills, knowledge and attitudes - especially in PSV safety matters.