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
Insurance in the United States insurance was appointed in New Hampshire in 1851. In 1859, the State of New York appointed its own commissioner of insurance and created a state insurance department to move towards more comprehensive regulation of insurance at the state level. Insurance and the insurance industry has grown, diversified and developed significantly ever since. Insurance companies were, in large part, prohibited from writing more than one line of insurance until laws began to permit multi-line charters in the 1950s. From an industry dominated by small, local, single-line mutual companies and member societies, the business of insurance has grown increasingly towards multi-line, multi-state