July 10 (Reuters) – Direct Line (DLGD.L), opens new tab will launch its eponymous motor insurance brand on price comparison websites for the first time, it said on Wednesday, as the company’s new CEO implemented a strategy shift designed to win new business.

Adam Winslow, who took over as CEO of the London-listed home and motor insurer four months ago, is trying to strengthen the company as shareholders turn to management to unlock value after it fended off a takeover attempt by Belgian rival Ageas (AGES.BR), opens new tab in March and regulators increase scrutiny of the sector.