British motor insurance provider Direct Line has firmly rejected a £3.3 billion takeover approach from industry heavyweight Aviva, describing the offer as “highly opportunistic” and significantly undervaluing the organisation’s worth.
The proposed deal, which comprised 112.5 pence in cash and 0.282 new Aviva shares for each Direct Line share, equated to 250 pence per share. Despite representing a 57.5 per cent premium on Direct Line’s closing price of 158.7 pence on Wednesday, the board maintained its stance against the acquisition.
The rejection comes amid Direct Line’s ongoing transformation strategy, marking the second takeover bid the company has dismissed this year, following a £3.1 billion offer from Belgian insurer Ageas in February. Direct Line’s newly appointed chief executive, Adam Winslow, who ironically previously held a senior position at Aviva, is spearheading a comprehensive restructuring programme.
Under Winslow’s leadership, Direct Line has recently announced plans to reduce its workforce by approximately 550 positions, representing 6 per cent of its 9,000 employees. The company remains committed to achieving £100 million in cost savings by the close of 2025, focusing primarily on motor, home, commercial business, and car breakdown services.
Aviva, serving more than 18 million customers, argued that the acquisition would accelerate growth in its UK operations and deliver substantial cost and capital synergies. However, Direct Line’s board expressed confidence in their current leadership team’s ability to execute their strategic vision and generate value independently.
According to UK takeover regulations, Aviva must now either present a formal offer or withdraw from the proposed acquisition by 25 December. The outcome of this corporate manoeuvre could significantly reshape the British insurance landscape.
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