Direct Line defies £3.3 billion takeover bid from Aviva
- Direct Line shares rose over 39% after Aviva's £3.3 billion takeover proposal.
- The proposal was quickly rejected by Direct Line, which argued it undervalued the company.
- Experts suggest Aviva may return with a higher offer to negotiate with Direct Line.
In the United Kingdom, Direct Line, an insurer listed on the FTSE 250, saw its share prices soar over 39% following a £3.3 billion takeover proposal from rival insurer Aviva. This proposal, announced after market closure on Wednesday, included a cash-and-shares offer of 250p per share. Direct Line quickly responded by rejecting the offer, stating it 'substantially undervalued' the company and did not reflect its standalone value, labeling the approach as highly opportunistic. Despite this rejection, analysts suggested that Aviva may return with an improved offer, potentially increasing the bid to between 260p and 265p per share to appease Direct Line's board. The unsolicited bid from Aviva follows a similar trend in the industry, as Direct Line recently fended off a £3.1 billion proposal from Belgian insurer Ageas earlier in February. Amid these takeover interests, Direct Line is undergoing a significant turnaround strategy after facing challenges over the previous year, including increasing claim costs that led to a profit warning and a decision to scrap dividends for shareholders. New CEO Adam Winslow is spearheading efforts to revamp the company through cost-cutting measures, which include plans to eliminate around 550 jobs in a bid to increase savings. Aviva, on the other hand, intends to enhance its foothold in the UK personal insurance market with this acquisition, presenting a strategic opportunity to enrich its existing strengths and expand customer offerings. They highlighted that the takeover would result in a more efficient platform to better serve both existing and new customers. A statement from Aviva indicated that their proposed offer came with a 60% premium compared to Direct Line's closing price prior to their announcement, reflecting the competitive dynamics within the insurance sector. The pressure now remains on both companies as analysts watch closely how Direct Line navigates its internal challenges while fending off takeover negotiations, suggesting that they should consider re-engaging Aviva to explore the offer more closely.