What Comparison Creator does

Comparison Creator Limited is a UK-based software development company founded in 2010 by Steve Jones, headquartered in Cwmbran, Wales, and operating as a subsidiary within the Fintel group. The firm specialises in outsourced insurance product comparison technology, delivering white-label comparison sites, backend API access, embeddable widgets, and a data insights platform to UK price comparison websites and insurers. The company is directly authorised by the Financial Conduct Authority (Firm reference 832239) and operates a whole-of-market proposition under FCA regulation, including a Consumer Duty compliance framework. According to company disclosures, the platform processes more than 2.5 million quotations per annum across 75+ connected service and insurance providers.

The product portfolio spans white-label comparison services (e.g., breakdown cover for MoneySuperMarket; multi-line comparison for Go.Compare), API integration (used by Go.Compare to cross-sell breakdown cover during car insurance journeys), widgets embedded into partner sites, and a partnership brand called Protect Your Family that offers a quote-and-buy solution for landlords, home, gadget, wedding, home emergency and boiler protection products. Named customers include MoneySuperMarket, Go.Compare, Confused.com, Comparethemarket, Uswitch, Forbes Advisor, Quidco and Money Saving Expert. The business model combines white-label licensing/royalty revenue, recurring API access fees, and transaction fees from the Protect Your Family brand.

The company's go-to-market is B2B, targeting UK price comparison platforms and insurers through direct enquiries, industry events such as the BIBA conference, and PR activity. Services are delivered under commercial agreements with undisclosed pricing. Geographic reach is restricted to UK residents, and no international expansion is indicated. Founder Steve Jones transitioned from CEO to non-executive director in May 2026 to focus on the Protect Your Family broker venture, joined by insurance veteran Eddie Weekes.

Name

Comparison Creator

Legal name

Comparison Creator Limited

Website

https://comparisoncreator.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Comparison Creator is a UK-based, FCA-authorised software firm providing white-label and API insurance comparison technology to major British price-comparison platforms, processing over 2.5 million quotations annually across 75+ providers.

Ownership category

akta.pro rank

Product category

Insurance Comparison Software

NAICS

Software Publishers (5132)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Lead Generation, Comparison & Marketplace Platforms (Financial Products) (FSAEAMAM)

akta.pro secondary industry

Comparison Shopping & Price Discovery Portals (BPAMAAAJ)

Keywords

• Insurance comparison software
• White label solutions
• Price comparison platforms
• API integration services
• FCA regulated fintech

Headquarters

HQ city

Cwmbran

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. White Label Licensing: Provides outsourced comparison solutions for price comparison websites. Partners like MoneySuperMarket use white label service to power insurance comparison without building own technology.
2. API Access Fees: Partners like Go.Compare connect to APIs to cross-sell and embed comparison functionality into their platforms.
3. Partnership Brand (Protect Your Family): Quote-and-buy solution brand that allows customers to monetise their business without cost of building white label solution.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels4 records

Core offering

Comparison Creator is a software development company that builds bespoke white-label insurance comparison websites and provides backend API access to its comparison engine for partners. It enables UK price comparison platforms and insurers to launch or expand whole-of-market insurance product comparisons without building the technology themselves, operating within FCA regulation. Its offerings include white-label sites, API integration, embeddable widgets, a data insights platform, and its own partnership brand (Protect Your Family).

Product overview

Comparison Creator is a software development company specializing in outsourced comparison solutions for price comparison websites. The company operates a white label service enabling businesses to create insurance product comparisons with branded customization, and provides backend API access for partners to host their own front ends. The product portfolio includes white-label breakdown comparison (for Go.Compare, MoneySuperMarket, Confused.com, Comparethemarket), gadget insurance comparison (for Go.Compare, MoneySuperMarket, Uswitch), and home emergency comparison (for Go.Compare). The company's own Protect Your Family brand offers consumer-facing quote-and-buy solutions for wedding insurance, boiler protection, landlords, home, gadget, and home emergency coverage.

Differentiator

Problem solved

Functional benefit

Brands

• Protect Your Family: A partnership brand that allows customers to monetise their business by offering a quote-and-buy solution for a range of products including landlords, home, gadget, wedding cover, home emergency and boiler protection.

Products and services

• White Label Comparison Services Outsourced, bespoke white-label insurance product comparison service enabling businesses to launch comparison websites under their own corporate brand without building the comparison technology or handling product integration. Developers collaborate with each partner's product team to match their style guides.
• API Integration Service Backend API access to all Comparison Creator insurance products, allowing partners to maintain their own front-end while connecting to Comparison Creator's compliant comparison engine to retrieve and display product information.
• Protect Your Family Partnership Brand Quote-and-buy insurance partnership brand covering landlords, home, gadget, wedding, home emergency and boiler protection products, offered to partners wanting to monetise their audience without building a bespoke white-label comparison site.
• Wedding Insurance Comparison Tool Insurance product comparison tool for wedding coverage, launched in partnership with Go.Compare to expand the white-label comparison suite.
• Boiler Comparison Tool Comparison tool for boiler protection and insurance products, launched in partnership with Go.Compare.
• Breakdown Comparison (White Label) White-label breakdown cover comparison service delivered to multiple enterprise UK price comparison partners including Go.Compare, MoneySuperMarket, Confused.com and Comparethemarket.
• Gadget Insurance Comparison (White Label) White-label gadget insurance comparison service delivered to enterprise UK price comparison partners including Go.Compare, MoneySuperMarket and Uswitch.
• Home Emergency Comparison Home emergency insurance comparison service provided for Go.Compare as part of the partner product suite.
• Data Insights Platform Platform capability that captures a 360-degree customer view for partners, supporting analytics, customer outcome monitoring and ongoing improvement of insurance comparison propositions.
• Consumer Duty Compliance Framework FCA Consumer Duty-aligned compliance service covering monitoring of customer outcomes, product and service delivery, distribution of product lines, fees and charges, and staff training, supported by a Product Oversight and Governance Policy and provider-level Fair Value Assessments.

Quantifiable outcome

• Delivers over 2.5 million quotations per annum
• +2 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core, flagship and minor.

• Go.ComparecoreOEM/ Whitelabel/ Licensing PartnerLong-standing partnership (over a decade) providing white label and API services for car insurance, motor breakdown, mobile phone insurance, gadget insurance, home emergency cover. Expanded to include wedding insurance and boiler comparison tool.
• MoneySuperMarketcoreOEM/ Whitelabel/ Licensing PartnerUses Comparison Creator's white label service for breakdown cover comparison.
• Confused.comcoreOEM/ Whitelabel/ Licensing PartnerWhite label breakdown comparison services provided by Comparison Creator.
• ComparethemarketcoreOEM/ Whitelabel/ Licensing PartnerWhite label breakdown comparison services provided by Comparison Creator.
• UswitchcoreOEM/ Whitelabel/ Licensing PartnerGadget insurance comparison services provided by Comparison Creator.
• FintelflagshipStrategic or Co-development PartnerComparison Creator is part of Fintel, the UK's leading fintech and support services business. Fintel provides technology, expertise and insights to help the market operate more effectively.
• Forbes AdvisorminorOEM/ Whitelabel/ Licensing PartnerInsurance comparison services provided through partnership.
• QuidcominorOEM/ Whitelabel/ Licensing PartnerInsurance comparison services provided through cashback/affiliate platform.
• Protect Your FamilycoreChannel Partner/ Reseller/ DistributorComparison Creator's own partnership brand that allows customers to monetise their business by offering a quote-and-buy solution for a range of products without the cost of building a white label solution. Offers landlords, home, gadget, wedding cover, home emergency and boiler protection products.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• ActiveQuote: UK health and life insurance comparison platform providing whole-of-market comparison technology to intermediaries. Comparable in offering white-label-style comparison infrastructure for UK personal lines insurance.
• Defaqto: UK-based FCA-authorised provider of financial product data, ratings, and comparison technology used by advisers, insurers, and price comparison platforms. Directly comparable to Comparison Creator as a B2B data and comparison infrastructure provider in UK insurance distribution.
• Informed Insurance: UK insurance intermediary technology and lead-generation business focused on personal lines comparison. Comparable as a specialist B2B insurance comparison/lead platform serving UK consumers via partner brands.

Broad incumbents

• BGL Group (Compare the Market): Owner of Compare the Market and other UK consumer finance brands. Comparable as a large UK comparison incumbent and a customer of Comparison Creator's white-label breakdown service.
• MoneySupermarket Group: Owner of MoneySuperMarket, one of the largest UK price comparison platforms. Comparable as a broader incumbent in the same UK comparison space and as a customer of Comparison Creator's white-label breakdown service.
• Confused.com: Established UK price comparison platform for insurance, money, and travel. Comparable as both a customer of Comparison Creator's white-label breakdown service and as a broader incumbent in the UK aggregator market.
• Go.Compare (GoCo Group): UK price comparison platform operating across insurance, energy, and home services. Directly comparable as both a customer (decade-long partnership with Comparison Creator) and a broader incumbent in the same aggregator category.
• RVU: Parent of Uswitch, Money.co.uk, and other UK comparison brands. Comparable as a broader incumbent in the UK comparison space and as a customer using Comparison Creator's gadget insurance comparison services.

Emerging players

• Many Pets (formerly Bought By Many): UK-originated insurance comparison and product company that has scaled into a vertically integrated pet insurer. Comparable as an emerging player that started from insurance comparison/aggregation before owning product.

Regional players

• Medical Healthcare Solutions (Regulatory Insurance Solutions): UK-based specialist insurance intermediary and comparison technology provider focused on niche medical and personal lines products. Comparable as a smaller UK-focused insurance comparison/intermediation technology specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/comparison_c
• LinkedInlinkedin.com/company/comparison-creator

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

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 Comparison Creator