UK insurer Direct Line misses profit view as motor arm disappoints
Expects motor division to improve in H2
Policy attrition for motor insurance slows
Shares reverse course to rise 1%
Recasts headline, adds CEO quote in paragraph 4, analyst quote in paragraph 7, details throughout
By Yamini Kalia
Sept 4 (Reuters) -Britain's Direct Line Insurance DLGD.L missed expectations for its half-year operating profit on Wednesday, after struggling to reinvigorate its business, but said it expected margins to improve at its motor insurance arm.
The home and motor insurer has been trying to strengthen the company under CEO Adam Winslow after it fended off a takeover attempt by Belgian rival Ageas AGES.BR in March.
Its aggressive price hikes have helped to offset the effect of high cost of claims, but have also turned its customers away to cheaper rivals.
"We have seen the motor policies policy count decrease as we were repricing the book and maintaining our margins," Winslow told Reuters.
He said, however, the fall was expected and that the company expected its motor division's net insurance margin to improve during the second half.
Shares of the London-listed company rose 1% by 0744 GMT, reversing earlier losses.
"The trends in Motor own brands could be a source of contention given marginal slowdown in policy attrition and slowing premium growth, but a return to growth in the PCW channel offers some green shoots," RBC analyst Derald Goh said.
Direct Line, which has struggled with losses and underwriting profitability at its motor insurance business, said in July it will launch its eponymous motor insurance brand on price comparison websites (PCW) for the first time to win new business.
The company is also trying to attract customers by launching apps for its brands Churchill and Direct Line on app stores.
Direct Line peer Admiral ADML.L posted a forecast-beating profit for the first half of the year in August, led by a strong UK motor performance.
Half-yearly ongoing operating profit of 63.7 million pounds ($83.49 million) remained weak against an average estimate of 85 million pounds, according to a company-compiled consensus.
Direct Line's in-force policies were 3.1% lower at June 30, driven by weakness in motor insurance. Policy attrition at its own motor brands also slowed in the second quarter.
($1 = 0.7630 pounds)
Reporting by Yamini Kalia in Bengaluru; Editing by Mrigank Dhaniwala and Barbara Lewis
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