What Usay Compare does

Usay Compare is a UK-licensed insurance intermediary that operates a phone-and-web advisory comparison service for private medical insurance and life protection products. Through a three-step process, customers answer qualifying questions and are then matched by expert advisers with policies from a broad panel of leading UK insurers including Aviva, AXA, Bupa, Vitality, Zurich, LV=, The Exeter, WPA, Freedom Health, AIG, and Guardian. The service is free to consumers and is monetised via commission paid by insurers as a percentage of total annual premium on policies sold; the company also earns on cross-sell into life insurance, income protection, and critical illness cover, plus a dedicated switching service that claims average savings of 40% for renewers.

The platform is structured as a single integrated comparison and advisory workflow rather than a modular SaaS architecture, with no public APIs, no native mobile app, and no disclosed AI/ML components; core delivery runs through HubSpot-powered web quote funnels feeding into telephone-based human advisers. Usay Compare is FCA-authorised under Usay Business Limited (FCA reference 478676), is covered by the FSCS, and is a member of the Association of Medical Insurers & Intermediaries (AMII). The company serves individual consumers, families, seniors, children, and SMEs seeking group health cover, with vertical content (WeSay Blog, guides, FAQs) supporting top-of-funnel acquisition and Trustpilot reviews supporting post-sale credibility.

The business is a trading style of Usay Business Limited and sits within The Ardonagh Group, a diversified insurance intermediary conglomerate. Usay Compare employs 101–250 staff and is headquartered in South Cerney, Cirencester, with operations restricted to the United Kingdom. Recognition includes the "Best Individual Health Insurance Advice Firm" award at the Health & Protection Awards 2025.

Name

Usay Compare

Legal name

Usay Business Limited

Website

https://usaycompare.co.uk

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

Usay Compare is a UK-based insurance intermediary that provides free phone-and-web advisory comparison services for private medical insurance and life protection products, connecting individuals, families, and SMEs with policies from leading UK insurers and earning commission on sales.

Ownership category

akta.pro rank

Product category

Insurance Brokerage & Comparison Services

NAICS

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

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

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

Keywords

• Health insurance comparison
• Life insurance brokerage
• Income protection insurance
• Insurance intermediary services
• Private medical insurance

Headquarters

HQ city

Cirencester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Commission: Commission-based model where Usay Compare receives a percentage of the total annual premium directly from insurers when customers purchase policies through their service. The service is free to customers with no obligation.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Usay Compare is a UK insurance intermediary that compares and arranges private health insurance, life insurance, income protection, and critical illness cover from leading UK insurers. Customers answer questions by phone or website, expert advisers compare policies and prices across a panel of insurers (Aviva, AXA, Bupa, Vitality, and others), and customers receive a tailored personal quote. The service is free to customers with no obligation, and the company earns commission from insurers on policies sold.

Product overview

Usay Compare is a UK-based insurance intermediary offering a comparison and advisory service for health insurance and life insurance products. The company operates as a single unified service (not a platform-plus-modules architecture), comparing policies from leading UK insurers including Aviva, AXA, Bupa, and Vitality. Their core offerings include Health Insurance (Individual, Business, Family, Senior, and Child variants), Life Insurance, Income Protection, and Critical Illness Cover. The service is free to customers, with the company earning commission from insurers. Customers answer questions via phone consultation, and Usay Compare's expert advisers find and recommend suitable policies matching customer requirements.

Differentiator

Problem solved

Functional benefit

Products and services

• Health Insurance Private health insurance covering diagnosis, treatment, and medication in private healthcare facilities, offering reduced NHS waiting times, access to additional treatments, and choice over hospitals and consultants. Offered across Individual, Business (group), Family, Senior, and Child variants targeting different customer segments with tailored coverage needs.
• Life Insurance Protection products providing financial security for families or dependents, paying out a predetermined sum upon the policyholder's death. Compares life insurance policies from leading UK life insurers including Vitality, The Exeter, Aegon, Zurich, LV=, Legal & General, and Aviva.
• Income Protection Insurance that provides monthly payouts equivalent to 50-70% of regular earnings if the policyholder becomes ill or injured and cannot work, continuing until the policyholder returns to work or reaches retirement.
• Critical Illness Cover Insurance policy covering serious illnesses such as cancers, heart attacks, or strokes, paying out a tax-free lump sum upon diagnosis of a covered condition.
• Health Insurance Switching Service Dedicated comparison and switching service helping customers transition from one health insurance provider to another, with new customers saving on average 40% when switching health insurance providers.

Named customers11 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Confused.com: UK insurance price comparison brand operating an aggregator model similar to Usay Compare. Competes for the same consumer comparison traffic across life, health and general insurance.
• MoneySupermarket: UK's largest insurance and financial services comparison platform. Competes directly with Usay Compare for consumer insurance comparison traffic, including health and life insurance verticals, via commission-based revenue model.
• Compare the Market: Leading UK price comparison website for insurance and other financial products. Operates an aggregator/intermediary model comparable to Usay Compare, though with much broader category coverage including general insurance, utilities, and banking.
• GoCompare: UK insurance and financial comparison site offering health, life and other insurance products via commission from providers. Direct competitor to Usay Compare in the UK comparison marketplace.
• ActiveQuote: UK specialist health and life insurance intermediary that compares policies from leading insurers on behalf of consumers. Closest direct competitor to Usay Compare's specialist focus on health and life lines.
• Health Insurance Group: UK intermediary specializing in private health insurance for individuals, families and businesses. Matches Usay Compare's specialty focus on private medical insurance advisory and comparison.
• LifeSearch: UK specialist life insurance advice firm that compares policies across insurers and provides adviser-led recommendations. Comparable to Usay Compare's specialist, advice-driven model in the life insurance vertical.

Broad incumbents

• Bupa: Major UK private health insurer that Usay Compare compares on its panel. A broad incumbent with its own direct distribution channels, representing both a partner and indirect competitor to the comparison intermediary model.
• Aviva: One of the UK's largest insurers offering health, life and protection products directly to consumers. A current partner of Usay Compare, it also operates as a broad incumbent with direct sales channels that compete with the intermediary model.

Others

• Defaqto: UK financial product data and ratings provider used by intermediaries and consumers to compare insurance and investment products. Adjacent enabler in the UK insurance comparison ecosystem that supports specialist intermediaries like Usay Compare.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/usaycompare
• LinkedInlinkedin.com/company/usaycompare

Compliance3 records

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 Usay Compare