Patricia Ayuela

Patricia Ayuela has been the CEO of Línea Directa Aseguradora since February 17, 2022, being the fourth CEO in the company's history and one of the few women at the helm of listed companies in Spain. With her appointment, the Board of Directors of Línea Directa has come to have 57% women.

Patricia Ayuela has developed her professional career in the insurance and financial sector, and has been part of Línea Directa since 2003 and of its Management team since 2008.

In these 14 years on the management team of Línea Directa, she has directed different areas of the company: from 2008 to 2009 she was the Quality Director , in 2009 she went on to lead the Home business , consolidating and promoting the growth of this branch until the year 2015. Since 2016 he has headed the Motor Branch , the core of the company that represents almost 83% of the Group's turnover, and a year later he also assumed the Digital Transformation Department , a strategic project that has led Línea Directa to be at the forefront of digitization in the sector.

During his management at the head of Motor and Digital Transformation, Línea Directa has grown by more than 500,000 clients in this Branch, which includes Auto, Business, Motorcycle and International line insurance. It has also been responsible for launching such innovative products on the market as the Respira Policy, the first insurance for electric cars with a flat rate that was launched in 2016, or Call it X, the first insurance on the market that includes a car.

Regarding digitization, under his leadership, he has already achieved that 85% of his clients interact with the company through digital means , that 52% of the requests for travel assistance are through the app or that 50% of the Motor claims are through digital channels. Currently, almost 650,000 company customers have downloaded the Línea Directa app and are active users.

Previously, Patricia Ayuela directed the Customer Loyalty projects and was in charge of the Corporate Management of Projects and Strategy .

She has been a Non-Executive Director of Bankinter Consumer Finance , Bankinter's company specializing in credit cards and consumer loans, for six years, from 2015 to 2021.

Previously, from 1998 to 2003, he directed various Internet banking projects at Argentaria, BBVA and Santander Central Hispano.