What Compare.com does

Compare.com Insurance Agency, LLC is a Virginia-domiciled licensed insurance agency operating a digital insurance comparison marketplace that aggregates real-time quotes from 120+ partner insurance carriers. Founded in 2013 by Andrew Rose and headquartered in Richmond, Virginia, the platform is a wholly owned subsidiary of Insurify, Inc. Consumers enter a ZIP code and basic driver/vehicle information once to receive side-by-side personalized quotes for auto, home, renters, and pet insurance; the service is licensed and available in all 50 states plus Washington D.C. Underlying technology includes direct, live integrations with carrier systems (rather than static ads or lead-gen), a personalized quote engine built on analysis of 50M+ historical real-time quotes, and a Car Insurance Calculator estimator tool. A licensed P&C agent fact-checks the editorial content library.

The platform monetizes exclusively through commissions paid by partner insurance carriers when a customer binds a policy through the site — there is no consumer fee and the company explicitly states it does not sell user data to third parties. Customer acquisition is product-led: the funnel is driven by SEO-optimized editorial content (rate guides by state, vehicle, age, credit, and driving record), an interactive calculator tool, and 4.6/5 star trust signals across 726 reviews; expert licensed agents are reachable by phone or SMS to assist with binding. The company reports 8.3M+ lifetime customers, 58.8M+ total quotes facilitated, and $340M in cumulative customer savings (up to $867/year per shopper). Headcount is reported at 11–50 employees, and no recent institutional funding rounds are disclosed in the available source material beyond a $35M aggregate raise in November 2018 (including $10M from Admiral Group).

In April 2026, Compare.com and parent Insurify were sued by competitor Jerry in federal court in Massachusetts alleging five years of paid-search trademark hijacking, seeking an injunction, accounting, triple damages, and attorneys' fees under the Lanham Act — a material legal overhang that could affect future paid-acquisition strategy.

Name

Compare.com

Legal name

Compare.com Insurance Agency, LLC

Website

https://compare.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Compare.com is a Virginia-licensed digital insurance agency and wholly owned Insurify subsidiary that aggregates real-time quotes from 120+ carriers, letting individual consumers compare and purchase auto, home, renters, and pet insurance online across all 50 states plus D.C.

Ownership category

akta.pro rank

Product category

Insurance Comparison Marketplace

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Digital Distribution & Comparison Platforms (Aggregators/Marketplaces) (FSAGAGAA)

akta.pro secondary industries

Lead Generation, Comparison & Marketplace Platforms (Financial Products) (FSAEAMAM), Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

Keywords

• Insurance comparison
• Auto insurance quotes
• Home insurance quotes
• Pet insurance quotes
• Insurance marketplace

Headquarters

HQ city

Richmond

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Insurance Commission Revenue: Compare.com earns commissions from its 120-plus partner insurance companies when a customer purchases a policy through the platform. The service is free for consumers — there is no charge to use the comparison site or obtain quotes. Compare.com explicitly states it does not sell customer data to third parties.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Compare.com operates a free, web-based insurance comparison platform that lets consumers enter a ZIP code once to receive real-time, personalized quotes from 120+ partner insurance carriers and compare them side-by-side. As a licensed insurance agency in all 50 states and Washington D.C., the platform also facilitates the binding of auto, home, renters, and pet insurance policies, earning commissions from carriers rather than charging consumers.

Product overview

Compare.com is a digital insurance agent offering a unified comparison marketplace with real-time integrations to 120+ insurance company partners. The core product is an insurance comparison platform where users enter their ZIP code once to receive and compare personalized quotes across auto, home, pet, and renters insurance. Supporting tools include a Car Insurance Calculator for cost estimation, insurance guides with editorial content reviewed by licensed agents, and coverage comparison resources. The platform generates revenue through commissions from partner insurers when customers purchase policies, operating as a licensed insurance agency in all 50 states plus Washington D.C.

Differentiator

Problem solved

Functional benefit

Products and services

• Compare.com Insurance Comparison Platform A digital insurance comparison marketplace that aggregates real-time quotes from 120+ partner insurance companies, enabling consumers to compare and purchase auto, home, pet, and renters insurance policies through a single online platform licensed in all 50 states and Washington D.C.
• Car Insurance Quotes Real-time auto insurance quote comparison tool allowing users to enter ZIP code and receive side-by-side quotes from multiple insurers with coverage options including minimum, basic, plus, and premium levels.
• Car Insurance Calculator Estimator tool using data from 58+ million car insurance quotes to provide personalized cost estimates based on driver profile factors including age, location, vehicle type, and driving history.
• Homeowners Insurance Quotes Home insurance comparison service allowing users to compare quotes for homeowners insurance policies from partner carriers.
• Pet Insurance Quotes Pet insurance comparison tool covering dogs, cats, pre-existing conditions, and policies with no waiting period.

Quantifiable outcome

• Customers save up to $867 per year on car insurance
• +5 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Insurify, Inc.coreChannel Partner/ Reseller/ DistributorCompare.com is a wholly owned subsidiary of Insurify, Inc. Compare.com operates as a licensed insurance agency that is integrated with Insurify's platform. Insurify founded Compare.com in 2013 with the goal of bringing insurance comparison to the United States. The relationship involves shared technology infrastructure and cross-platform positioning, with both platforms serving as insurance comparison destinations.
• 120+ Insurance Carriers (e.g., Progressive, Allstate, Liberty Mutual, USAA, State Farm, GEICO, Farmers, Nationwide, Mercury, Dairyland, The General, Bristol West, and others)coreTechnology or IntegrationCompare.com has real-time integrations with more than 120 top insurance companies, enabling the platform to display live, accurate quotes rather than static estimates or ads. Partners include major national insurers (Progressive, Allstate, Liberty Mutual, USAA, State Farm, GEICO) as well as regional and specialty carriers (Dairyland, The General, Bristol West, Erie, Mile Auto, etc.). Compare.com earns a commission from each carrier when a customer purchases a policy.
• Insurance Information Institute (Triple-I)minorStrategic or Co-development PartnerMark Friedlander, Senior Director of Media Relations at the Insurance Information Institute (Triple-I), reviews Compare.com's editorial content. Triple-I provides industry expertise and data that Compare.com incorporates into its educational content, reinforcing the platform's editorial credibility.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• NerdWallet: NerdWallet is a publicly listed (Nasdaq: NRDS) personal finance comparison platform covering credit cards, banking, mortgages, and insurance. It is a broad incumbent with overlapping insurance comparison content and lead-generation, competing with Compare.com for the same high-intent insurance shoppers via SEO and editorial content.
• LendingTree: LendingTree is a publicly listed online lending and insurance marketplace that connects consumers with multiple providers. It is a broad incumbent in financial product comparison with an established insurance comparison offering competing in the same digital comparison category.
• Bankrate: Bankrate (owned by Red Ventures) is a long-established personal finance comparison and content platform with insurance, banking, and credit card comparison. It is a broad incumbent with overlapping insurance comparison content and lead-generation competing for the same SEO-driven insurance shoppers.

Direct peers

• Policygenius: Policygenius is a leading online insurance comparison marketplace specializing in life, disability, home, and auto insurance. While more concentrated in life insurance, it competes directly with Compare.com in home and auto and pursues the same carrier-commission, SEO-driven model.
• Insurify: Insurify is Compare.com's parent company and operates a directly overlapping insurance comparison marketplace (auto, home, life) with real-time carrier integrations. It is the most relevant peer because the two platforms share technology infrastructure, compete for the same customers and SEO keywords, and serve identical insurance-shopping use cases.
• The Zebra: The Zebra is a leading U.S. auto and home insurance comparison marketplace that lets consumers compare quotes from multiple carriers side-by-side. It competes head-to-head with Compare.com in the same SEO-driven, digital-first insurance comparison category.
• Jerry: Jerry is an AI-powered insurance comparison and switching app focused on auto and home insurance. It is a direct competitor with substantial venture backing, and is currently the plaintiff in an active trademark lawsuit against Compare.com and Insurify.
• EverQuote: EverQuote (Nasdaq: EVER) is a leading online insurance marketplace that connects consumers with insurance providers, primarily in auto and home. It is a direct competitor operating the same lead-generation / comparison marketplace model and is a closely comparable publicly traded benchmark.
• SmartFinancial: SmartFinancial is an online insurance comparison platform comparing auto, home, and other personal lines from multiple carriers. It is a direct competitor in the digital insurance comparison category, with a similar SEO-driven consumer acquisition model and carrier commission revenue model.

Emerging players

• Gabi: Gabi is an online insurance comparison platform (acquired by Experian) focused on auto and home insurance. It is an emerging player with overlapping functionality and the same carrier-comparison marketplace model, though more concentrated in personal lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/in/nick-versaw (Nick Versaw profile)
• Xx.com/compare_com

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Compare.com