Instinctif Partners

Direct Line Group

Would you take a risk and involve your people in shaping the future?


With a potential IPO looming, RBS Insurance needed to make its people feel secure and valued during the transition to the new company – Direct Line Group.


Starting from the bottom up, we helped employees define the values, culture and behaviour of their new company, identifying what was necessary to deliver their vision – to be Britain’s best general insurance provider. We equipped them with the skills needed to run workshops, challenging them on how they could be ‘best’ for each other, their customers and their shareholders.


More than 85% of employees either liked or loved the Best activities, with over 30% of employees becoming regularly active users on the purpose-built online community. The programme even won a Financial Services Forum award for Best Internal Communication Programme.