Confused.com
- Company typePrivate
- Founded2002
- HeadquartersCardiff, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
Confused.com firmographics
Firmographics- Name
- Confused.com
- Legal name
- Inspop.com Limited
- Website
- https://confused.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Confused.com industry classification
Industry- Product category
- Insurance Price Comparison
- NAICS
- Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242), Activities Related to Credit Intermediation (5223)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Lead Generation, Comparison & Marketplace Platforms (Financial Products) (FSAEAMAM)
- akta.pro secondary industries
- Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH), Digital Distribution & Comparison Platforms (Aggregators/Marketplaces) (FSAGAGAA), Comparison Shopping & Price Discovery Portals (BPAMAAAJ), Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)
Keywords
Where Confused.com is headquartered
LocationHeadquarters
- HQ city
- Cardiff
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Confused.com business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Technology or R&D, Personnel, Operations, Infrastructure
Revenue model
- Commission from Insurance Providers: Confused.com receives commission from insurance companies when customers purchase policies through the platform. This is the primary revenue stream, stated as 'we may receive a commission' on the website. The company is described as 'a credit broker, not a lender.'
- Referral Fees: The platform generates revenue through referral arrangements with financial services providers for products like mortgages, loans, credit cards, savings accounts, and broadband/energy
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free comparison service with commission-based model |
| Subscription | Annual | Business Travel Insurance |
| Unit Pricing | Pay-as-you-go | Backpacker Travel Insurance |
| Subscription | Annual | Annual Multi-trip Travel Insurance |
| Unit Pricing | Pay-as-you-go | Over 60s Travel Insurance |
| Unit Pricing | Pay-as-you-go | Over 80s Travel Insurance |
| Other | Annual | Confused.com Rewards Program |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels10 records
Confused.com product offering
Product offeringCore offering
Confused.com operates a UK price comparison platform that aggregates quotes from hundreds of insurance and financial product providers, enabling consumers to compare and purchase policies directly. The platform offers comparison services across car, home, travel, van, motorbike, pet, life and health insurance, as well as utilities (broadband, mobile, energy) and financial products (mortgages, loans, credit cards, car finance). Revenue is generated through commissions and referral fees earned when customers purchase products from partner providers.
Product overview
Confused.com is a UK-based price comparison platform operating as a first-party aggregator and digital broker. The core platform provides comparison services across multiple verticals including car insurance (with specialized variants for young drivers, electric cars, temporary cover, and multi-car policies), home insurance (buildings, contents, landlord, and specialist property coverage), travel insurance (single-trip, annual, backpacker, cruise, and senior-specific options), van and motorbike insurance, life and health insurance, pet insurance, and utility comparisons (broadband, mobile, energy). The platform also extends into financial services including car finance, mortgages, personal loans, credit cards, and business finance products. Additional services include business insurance and various consumer tools such as MOT checks, fuel price finders, EV charging maps, and calculators. The company operates under FCA regulation as part of the ZPG Limited group and offers a loyalty rewards program. Travel insurance is provided through a white-label partnership with theIdol.com.
Differentiator
Problem solved
Functional benefit
Products and services
- Car Insurance Comparison Aggregates and compares car insurance quotes from hundreds of UK providers covering standard, temporary, learner driver, multi-car, black box, young driver, electric car, pay-as-you-go, and new driver policies for UK motorists.
- Home Insurance Comparison Comparison service for home insurance products including buildings, contents, tenants, non-standard home, second home, student contents, Airbnb, holiday home, and renovation insurance for UK homeowners and renters.
- Travel Insurance Comparison Compares travel insurance policies from 46 Defaqto-rated providers, including single-trip, annual multi-trip, backpacker, cruise, winter sports, medical, family, group, business, and over 70s options, supplied through a white-label partnership with theIdol.com.
- Van Insurance Comparison Comparison service for van insurance including standard, courier, goods in transit, fleet, commercial, and temporary van policies for commercial and personal van owners.
- Motorbike Insurance Comparison Aggregates motorbike insurance quotes covering standard, quad bike, scooter, imported bike, off-road, and multi-bike policies for motorcycle owners.
- Pet Insurance Comparison Comparison service for pet insurance covering multi-pet, cat, and lifetime pet insurance policies for UK pet owners.
- Life Insurance Comparison
Quantifiable outcome
- 51% of Confused.com car insurance customers could save £511.25
- +3 more outcomes
Companies that use Confused.com
Customer profileNamed customers7 records
Segments10 records
Confused.com technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Confused.com partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- Admiral GroupcoreAdmiral Group is the parent company of Confused.com through Inspop.com Limited. Founded in 2002, Admiral launched the first comparison website and continues to own and support the Confused.com brand.
- RVU Services LimitedcoreRVU Services Limited operates Confused.com as part of a family of brands including Uswitch and other comparison platforms. RVU is an 'Empowering people to make confident financial decisions.'
- ZPG LimitedcoreZPG Limited is the parent group containing Confused.com (through Inspop.com Limited), Uswitch, Zoopla, and other digital platforms. The group statement covers modern slavery compliance.
- AdmiralcoreMajor insurance provider featured in the 'trusted providers' section of Confused.com car insurance comparisons.
- AvivacoreMajor insurance provider featured in the 'trusted providers' section of Confused.com car insurance comparisons.
- ChurchillcoreMajor insurance provider featured in the 'trusted providers' section of Confused.com car insurance comparisons.
- AAcoreMajor insurance provider featured in the 'trusted providers' section of Confused.com car insurance comparisons.
- TescocoreMajor insurance provider featured in the 'trusted providers' section of Confused.com car insurance comparisons.
- Insurify (Market Context)minorMarket competitor in the car insurance aggregators market, mentioned in competitive landscape reporting.
- Moneysupermarket (Market Context)minorWelsh price comparison competitor alongside GoCompare. Moneysupermarket launched the first UK comparison ChatGPT app in February 2026.
- Google (Advertising & Analytics)coreGoogle provides advertising (DoubleClick), analytics (Google Analytics), and conversion tracking through cookies. Core to Confused.com's marketing attribution.
- Microsoft Bing (Advertising)coreMicrosoft Bing Ads provides PPC campaign tracking and customer acquisition through Microsoft Advertising platform.
- Facebook/Meta (Social Advertising)coreFacebook provides social advertising, retargeting, and analytics through various Meta cookies for customer acquisition.
- Cloudflare (Security)coreCloudflare provides bot detection, DDoS protection, and website performance optimization through its CDN services.
- Adobe (Analytics & Campaign)coreAdobe provides analytics and campaign management through Adobe Experience Cloud products, tracking customer journeys.
- Rakuten Advertising (Affiliate)coreRakuten Advertising provides affiliate tracking for cashback websites, enabling commission tracking for customer referrals through partner cashback sites.
- theIdol.com (Travel Insurance Provider)coretheidol.com is a trading style of Investment Discounts On-Line Ltd (part of Legal & General group), providing Confused.com's travel insurance comparison service. FCA regulated.
Scale indicators6 records
Recent moves3 records
Expansion highlights5 records
Confused.com competitors and assessment
Company assessmentDirect peers
- Compare the Market: One of the UK's 'Big Four' price comparison sites alongside Confused.com. Operates a near-identical model aggregating insurance, energy, broadband, and financial products for UK consumers, and is the closest head-to-head competitor.
- GoCompare: UK price comparison site owned by MAPFRE, covering car, home, travel, van, and pet insurance with the same commission-driven aggregator model as Confused.com, and directly competes for the same customer segments.
- Moneysupermarket: UK-listed price comparison platform (Moneysupermarket Group) covering insurance, money, mobile, broadband, and energy. Operates the same dual-side affiliate aggregator model as Confused.com and competes head-to-head for the same UK consumers.
- Uswitch: Sister brand within ZPG/RVU Services Limited alongside Confused.com, focusing on utilities, broadband, mobile, and financial services comparison for UK consumers. Operates the same commission-based comparison model with overlapping product portfolio.
- Money.co.uk: UK price comparison site also operating under ZPG Limited (same parent as Confused.com), covering credit cards, loans, mortgages, banking, and insurance. Direct peer due to shared ownership and overlapping product offering.
- Quotezone: UK insurance comparison aggregator covering car, home, van, bike, and travel insurance. Operates the same affiliate model as Confused.com and directly competes for comparison-driven UK insurance customers.
Broad incumbents
- Moneyfacts: Established UK financial data and comparison provider for savings, mortgages, personal loans, and insurance. Comparable to Confused.com's comparison engine for financial products, but more focused on data and B2B information services.
- LendingTree: US-based multi-vertical financial product comparison marketplace (loans, credit cards, insurance, banking) operating a comparable lead-generation and affiliate commission model across multiple financial product verticals.
Emerging players
- Insurify: US-based car insurance comparison platform using a similar aggregator model with hundreds of provider integrations. Comparable to Confused.com's car insurance comparison business in product and revenue model, but operating in a different geography.
- The Zebra: US insurance comparison marketplace focused on auto and home insurance. Operates the same quote-aggregation, commission-based model as Confused.com's car and home insurance verticals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Confused.com social profiles
Digital presenceConfused.com financial estimates
Financial estimateRevenue estimate
Valuation estimate
Confused.com leadership team
Management profileNumber of profiles
Profiles2 records
Confused.com funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Confused.com M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Confused.com
What does Confused.com do?
Confused.com operates a UK price comparison platform that aggregates quotes from hundreds of insurance and financial product providers, enabling consumers to compare and purchase policies directly. The platform offers comparison services across car, home, travel, van, motorbike, pet, life and health insurance, as well as utilities (broadband, mobile, energy) and financial products (mortgages, loans, credit cards, car finance). Revenue is generated through commissions and referral fees earned when customers purchase products from partner providers.
Is Confused.com a public or private company?
Confused.com is a private company. It is classified as corporate owned and is currently operating.
When was Confused.com founded?
Confused.com was founded in 2002. It employs 51 to 100 people.
Where is Confused.com based?
Confused.com is headquartered in Cardiff, United Kingdom, in the Europe region.
How does Confused.com make money?
Two revenue lines are on record. Commission from Insurance Providers are the primary driver. The others are referral Fees.
Who are Confused.com's main competitors?
Direct peers on record are Compare the Market, GoCompare, Moneysupermarket, Uswitch, Money.co.uk and Quotezone. Broad incumbents are Moneyfacts and LendingTree. Emerging players are Insurify and The Zebra.
Does Confused.com have an API?
No public API is recorded for Confused.com.
What industry is Confused.com in?
Confused.com's product category is Insurance Price Comparison. Its primary akta.pro industry code is FSAEAMAM, Lead Generation, Comparison & Marketplace Platforms (Financial Products), with a secondary code of BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms. Its NAICS code is 524210 and its SIC code is 6411.