Compare the Market
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.
- Company typePrivate
- Founded2012
- HeadquartersBrisbane, Australia
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
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.
Compare the Market firmographics
Firmographics- 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
Compare the Market industry classification
Industry- 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
Where Compare the Market is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Compare the Market business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free comparison service for consumers |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Compare the Market product offering
Product offeringCore 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
Companies that use Compare the Market
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles1 record
Compare the Market technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Compare the Market partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- Insurance PartnerscoreCompare 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 ProviderscoreHome 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 PartnerscoreResidential and business energy comparison covering electricity and gas providers across Australian states and territories.
- Send PaymentscoreInternational money transfer partner offering competitive exchange rates and secure transfers to overseas bank accounts.
- TORFXcoreInternational money transfer partner offering competitive exchange rates and secure transfers to overseas bank accounts.
- XEcoreInternational 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
Compare the Market competitors and assessment
Company assessmentDirect 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
Compare the Market social profiles
Digital presenceCompare the Market financial estimates
Financial estimateRevenue estimate
Valuation estimate
Compare the Market leadership team
Management profileNumber of profiles
Profiles2 records
Compare the Market funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Compare the Market 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 Compare the Market
What does Compare the Market do?
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.
Is Compare the Market a public or private company?
Compare the Market is a private company. It is classified as unknown and is currently operating.
When was Compare the Market founded?
Compare the Market was founded in 2012. It employs 101 to 250 people.
Where is Compare the Market based?
Compare the Market is headquartered in Brisbane, Australia, in the Oceania region.
How does Compare the Market make money?
Two revenue lines are on record. Commission from International Money Transfer Partners are the primary driver. The others are commission from Insurance and Financial Product Providers.
Who are Compare the Market's main competitors?
Direct peers on record are Finder, iSelect, Canstar, Mozo, RateCity, Selectra and InfoChoice. Broad incumbents are Choice, Aussie Home Loans and BGL Group (Compare the Market UK).
Does Compare the Market have an API?
No public API is recorded for Compare the Market.
What industry is Compare the Market in?
Compare the Market's product category is Price Comparison Services. Its primary akta.pro industry code is BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms, with a secondary code of FSAGAGAA, Digital Distribution & Comparison Platforms (Aggregators/Marketplaces). Its SIC code is 6411.