I notice a lot of ads for Direct Line proudly promoting the fact that they are NOT on comparison websites ... without mentioning they own Churchill, Privilege, Darwin and others, who all are!
Pretty standard business practice these days - have a distinct brand dedicated to each market you compete in.
Just because they share a parent company doesn't mean they are all the same though. Each brand will have its own pricing & risk strategies and claims handling policies, so the products are not actually all the same, just pitched at different market sectors with different expectations. There will always be drivers who just want the cheapest possible cover to meet legal requirements.
