Direct Line established high levels of recall among consumers. In September 2014, the brand worked with Saatchi and Saatchi to relaunch its advertising, using Hollywood actor Harvey Keitel as Winston Wolfe, a Mafia style 'fixer'. The company had one million customers after eight years. The company expanded with a series of new offshoots in the 1990s. In 1995, a Spanish offshoot, Linea Direct, started offering motor insurance in Spain. They expanded into travel insurance in 1996, pet insurance in 1997, and Direct Line Breakdown started offering breakdown insurance in 1998. Their non general insurance products umbrella Direct Line Financial services launched their
Churchill Insurance Scotland Group for £1,100,000,000. This brought Churchill into RBS' insurance division alongside Direct Line – another company Long had been involved in launching. Following the bailout of the RBS by the United Kingdom Government in 2008, the EU demanded that certain group assets be sold off, including the company's insurance division. In February 2012, Churchill became part of the new Direct Line Group, which was created ahead of a divestment, which was completed in February 2014. Today, Churchill offers a range of general insurance products, underwritten by United Kingdom Insurance: car, home, pet and travel insurance and breakdown cover, in