Company history and structure

Direct Life and Pension Services Ltd (Direct Life), was incorporated in February 1990, and has been trading successfully in the UK life market for over 30 years.  During our history we have attracted a number of successful investors, initially Skipton Building Society who owned 75% from August 2001 to March 2008 and BNP Paribas via Cardif Pinnacle, who purchased 100% in 2008.

In October 2016 we undertook a successful MBO led by Rob Quayle and Neil McCarthy, establishing the holding company Direct Life Quote Holdings Ltd (DLQ).  In January 2019 Reinsurance Group of America (RGA) became a minority shareholder in DLQ.  In January 2021 LSL Property Services plc acquired 60%.*


Main events

1990      Direct Life and Pension Services Ltd established

2001      Skipton Building Society purchase 75%

2008      BNP Paribas (Cardif Pinnacle) purchase 100%

2016      MBO – R Quayle & N McCarthy obtain 100%

2019      RGA purchase 19%

2021      LSL Property Services Plc purchase 60%*

*see here to Press Release 29/01/2021

Direct Life is directly regulated by the FCA (no. 155312), growing a reputation in the market through two brands – Direct Life (in the direct to consumer channel) and LifeQuote (in the Intermediary channel).

The strapline of the company is ‘Life Made Simple’, which is the principle that leads all of our colleagues.  We cannot stop people having accidents and we cannot directly contribute to advances in medical science, however we can ensure that anyone looking for Protection via us or one of our partners ends up with the peace of mind and financial security that our range of products provide. 

We have provided this service for c 1.1 million people and are constantly innovating and experimenting to make the process of finding and buying the right products both simple and relevant.