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Aviva’s £3.7 Billion Takeover of Direct Line Set to Complete in July Amid Regulatory Scrutiny

By  |  June 17, 2025

Aviva’s £3.7 billion acquisition of rival insurer Direct Line is progressing toward a July completion, with the company expressing optimism about regulatory approval following what it described as “constructive” discussions with the Competition and Markets Authority (CMA).

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    Per a statement released by Aviva, the firm expects to receive unconditional clearance from the CMA by the July 10 deadline for the regulator’s phase one investigation. “Following constructive engagement with the CMA, Aviva remains confident of securing unconditional clearance by the phase 1 statutory deadline,” the company stated.

    The acquisition, which was originally announced in December 2023, is poised to reshape the UK insurance landscape. The merger will create a combined business commanding more than 20% of the UK motor insurance market. Aviva is currently preparing for a court hearing on July 1 to finalize the transaction, according to a statement.

    Direct Line, which owns prominent brands such as Churchill and Green Flag, offers a wide array of policies including auto, home, and pet insurance. The merger’s potential impact on market competition drew the attention of the CMA, which launched an inquiry in May to assess whether the deal could significantly reduce competition across the insurance sector.

    Read more: CMA Investigates Aviva’s £3.6B Acquisition of Direct Line Group

    Though the regulatory review was anticipated due to the size and scale of the companies involved, the deal has also raised internal concerns. Around 2,300 jobs are at risk as part of a cost-cutting initiative tied to the merger, a concern that has caused unease among staff at both companies.

    Under the terms of the agreement, Direct Line shareholders will receive 129.7 pence in cash along with 0.2867 Aviva shares per Direct Line share. An additional dividend payment of up to 5 pence per share may also be paid. Post-merger, Aviva shareholders are expected to hold approximately 87.5% of the new entity, with Direct Line shareholders owning the remaining 12.5%.

    Before agreeing to the deal with Aviva, Direct Line had previously rejected a takeover proposal from Belgian insurer Ageas earlier in 2024. The company has since seen a leadership change, with Adam Winslow taking over as chief executive in March following the departure of Penny James.

    Source: Finance Yahoo