Compare the Market

What Compare the Market does

Compare the Market operates a digital price-comparison platform that connects Australian consumers with providers across insurance, utilities, home loans and international money transfers. Its core product surface covers car, home and contents, health, travel, pet, life, income protection, business and CTP insurance, alongside electricity and gas, home loan comparison (with an in-house team of mortgage brokers), international money transfer comparison, and a mobile app (Simples) for fuel price comparison. The platform is powered by proprietary technology branded as "Meerkat Technology" and "Smart Comparison Technology," which aggregate quotes from a large panel of household-name and challenger providers and route consumer applications through to the chosen partner.

The company serves Australian consumers seeking to reduce household expenditure on insurance, energy and financial services, with messaging oriented around cost-of-living pressures and switching friction. It employs a freemium/affiliate-referral revenue model: the comparison service is free for end users, and Compare the Market earns commissions from insurance, energy, home loan, and international money transfer partners when customers complete transactions through the platform. The go-to-market motion is product-led growth layered with content marketing (financial calculators, the Sergei Solutions Hub, blog and expert guides) and television and digital brand advertising anchored by the registered meerkat character brand (Aleksandr, Sergei, Oleg).

Distribution is exclusively digital through the comparethemarket.com.au website and mobile apps, supplemented by phone-based support teams for selected verticals and a dedicated home loans brokerage unit. Compare the Market Pty Ltd (ACN 117 323 378, AFSL 422926) is a privately held, domestically domiciled Australian proprietary limited company headquartered in Brisbane, operating solely within Australia with no disclosed parent company or external institutional ownership.

Name

Compare the Market

Legal name

Compare The Market Pty Ltd

Website

https://comparethemarket.com.au

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Compare the Market is an Australian digital price-comparison platform that lets consumers compare and switch providers across insurance, energy, home loans and international money transfers, monetizing through commissions from partner providers.

Ownership category

akta.pro rank

Product category

Price Comparison Services

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

akta.pro secondary industries

Digital Distribution & Comparison Platforms (Aggregators/Marketplaces) (FSAGAGAA), Mortgage Comparison, Marketplace & Rate-Shopping Platforms (FSALABAJ)

Keywords

• Price comparison platform
• Insurance comparison
• Energy comparison
• Financial product aggregation
• Money comparison services

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Commission from International Money Transfer Partners: Compare the Market receives a commission from international money transfer providers each time a customer completes a transaction after being referred through the platform. The company states it does not charge consumers for the comparison service.
2. Commission from Insurance and Financial Product Providers: The company earns commissions from insurance, energy, and home loan providers when customers purchase products through the comparison platform. The comparison service is free for consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Compare the Market is an Australian online price comparison portal that enables consumers to compare prices across insurance (car, home and contents, health, travel, pet, life, income protection, business, landlord), energy (electricity and gas), home loans, and international money transfer products from multiple providers. The platform aggregates hundreds of provider offerings and directs consumers to the best-priced products via its website and the Simples mobile app. The service is free for consumers and monetised through commissions paid by partner providers when a customer switches.

Product overview

Compare the Market is a comparison platform offering a comprehensive portfolio of insurance, utility, and financial products. The core offering is the insurance comparison platform enabling users to compare and purchase car, home, contents, health, travel, pet, life, income protection, and business insurance from multiple providers. Additional core services include electricity and gas comparison, home loan comparison and brokerage, and international money transfers. The platform is complemented by the Simples App for fuel price comparison and various financial calculators including stamp duty, LVR, borrowing power, loan comparison, and loan repayment tools. The company also offers specialized home loan guidance for professional groups like lawyers and accountants who may qualify for LMI waivers. The platform connects users with partners across insurance, energy, banking, and money transfer sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Insurance Price Comparison Online comparison service that lets Australian consumers compare premiums and features for car, home and contents, health, travel, pet, life, income protection, business, and landlord insurance across multiple providers in a single search.
• Energy Price Comparison

Quantifiable outcome

• Consumers waste an average of more than $1,600 per year on unused subscriptions
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core.

• Insurance PartnerscoreChannel Partner/ Reseller/ DistributorCompare the Market compares insurance products from major Australian insurers including AGL, ANZ, Budget Direct, Bupa, Everyday Insurance, ING, Macquarie, NAB, nib, Origin, Qantas, Westpac, Commonwealth Bank, and ahm Insurance. The company earns commission when customers purchase through the platform.
• Home Loan ProviderscoreChannel Partner/ Reseller/ DistributorHome loan comparison service featuring lenders including AMP Bank, Bankwest, HSBC, ME Bank, Pepper Money, St. George, Suncorp, UBank, Auswide Bank, AFG, Bank Australia, BankSA, and Bank of Melbourne.
• Energy PartnerscoreChannel Partner/ Reseller/ DistributorResidential and business energy comparison covering electricity and gas providers across Australian states and territories.
• Send PaymentscoreChannel Partner/ Reseller/ DistributorInternational money transfer partner offering competitive exchange rates and secure transfers to overseas bank accounts.
• TORFXcoreChannel Partner/ Reseller/ DistributorInternational money transfer partner offering competitive exchange rates and secure transfers to overseas bank accounts.
• XEcoreChannel Partner/ Reseller/ DistributorInternational money transfer partner offering competitive exchange rates, no transfer fees, fast transfers, live market quotes, and real-time transaction tracking. XE serves over 285 million customers worldwide annually and trades over 60 currencies in more than 170 countries.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Finder: Finder is one of Australia's largest financial product comparison platforms, comparing credit cards, insurance, banking, energy, and broadband. It directly competes with Compare the Market across insurance, home loans, and energy comparison with a similar affiliate-revenue business model.
• iSelect: iSelect is a long-standing Australian comparison platform focused on insurance, energy, and personal finance products. It is a direct competitor with a similar commission-based revenue model and consumer-facing comparison experience.
• Canstar: Canstar is an Australian financial product comparison and research firm providing ratings and comparisons across banking, insurance, and superannuation. It competes directly with Compare the Market's research and decision-support positioning across insurance and home loan categories.
• Mozo: Mozo is an Australian financial comparison marketplace helping consumers compare energy, insurance, banking, and broadband products. It directly competes with Compare the Market in energy and insurance comparison, using a similar affiliate-revenue model.
• RateCity: RateCity is an Australian comparison platform for banking, insurance, and superannuation products. It directly overlaps with Compare the Market's home loan, credit, and insurance comparison offerings, monetizing via referrals to financial product providers.
• Selectra: Selectra is an energy, telecom, and insurance comparison platform operating in Australia and other markets. It directly competes with Compare the Market's energy and utilities comparison services with a similar affiliate-driven business model.
• InfoChoice: InfoChoice is an Australian financial comparison platform covering banking, insurance, and superannuation products. It competes directly with Compare the Market in credit cards, home loans, and insurance comparison with overlapping affiliate revenue mechanics.

Broad incumbents

• Choice: CHOICE is Australia's leading consumer advocacy organization with product reviews and comparison tools across household and financial products. It competes more broadly with Compare the Market on consumer trust and decision support, though its primary revenue is membership rather than affiliate commissions.
• Aussie Home Loans: Aussie Home Loans is one of Australia's largest mortgage broker networks, with both retail branches and digital channels. It overlaps with Compare the Market's home loan brokerage offering and represents both a competitor and a potential partner in the mortgage comparison space.
• BGL Group (Compare the Market UK): BGL Group is the UK owner of the Compare the Market brand and operates the original meerkat-led comparison platform. It shares brand IP, marketing approach, and operating philosophy with the Australian entity, making it a thematic peer and likely licensor of the Compare the Market brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Comparethemarket.com.au
• Xx.com/comparethemktau

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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 the Market