British motor and home insurer Direct Line Group has agreed to purchase Brolly, which focuses on offering personalised insurance products for the digital generation.

The deal consideration was not revealed. Deal completion is anticipated in the third quarter of this year.

Direct Line will retain Brolly staff as part of the deal.

Direct Line marketing director Kerry Chilvers said: “We know that we can learn a lot from Phoebe and her team and we are looking forward to channelling their excitement and significant expertise to help us with our ambitious plans.”

Based in London, Brolly provides a policy management platform that supports consolidation of insurance policies into one dashboard, and a fully-digital contents insurance on iOS and Android.

Last year, the firm a fully-digital contents insurance app called Brolly Contents.

Targeted at renters and homeowners, the new offering offers cover in a monthly subscription.

The firm secured $2.1m funding from Peter Thiel’s Valar Ventures, Pi Labs, and Entrepreneur First, among others.

Brolly founder and CEO Phoebe Hugh said: “I started Brolly to reinvent personal insurance, and by listening and adapting to a new generation of consumers, we have made great progress so far.

“I’m thrilled to be taking the next step in this journey that will allow myself and my team to scale the technology and products to a much bigger audience.”