What Comparison Technologies does

Comparison Technologies (trading as Comparison Tech, legal entity Comparison Technologies Limited, registered in England & Wales) is a UK-based home services comparison and switching company serving the broadband, TV, and mobile markets. The business traces its origins to UK Web Media, an affiliate marketing agency founded in 2002, and Energy Helpline (formerly Switch and Give), an early energy price comparison call centre. The two merged in 2018 to form the current entity. The company operates a dual go-to-market model: a B2B platform business that provides white-label, API, and call-centre services to partners (telecoms, media, and financial services brands), and a direct-to-consumer business operating its own comparison brands — Broadband Finder, Broadband Compared, Digital TV, and Mobile Phones.

The core technology is a cloud-based comparison and switching platform that pairs online tools with offline call-centre support. Notable proprietary components include Turbine (a tariff analysis tool surfacing live and legacy tariffs to identify customers near switching), Property Look-up (postcode/property-level data on current supplier, broadband speed, and smart meter type), an energy market analysis tool, and a real-time switching solution (2020) with a Fast Switch service (2021). Call-centre operations run on Amazon Connect infrastructure, providing intelligent routing, voice recognition, and real-time analytics, with PCI DSS and ISO 27001 compliance. The operation spans 500+ agents across three locations (Kent HQ and Andover in the UK, plus Bengaluru, India) handling over 2 million queries annually.

The revenue model is diversified across affiliate/referral commissions earned when consumers switch providers, white-label and API licensing fees from partners, professional-services revenue from call-centre/voice operations, performance marketing services (PPC/SEO), and data & insights monetisation. Pricing is quote-based, custom per partner, and not publicly disclosed. Customers include enterprise partners such as Sky (its self-described leading indirect partner), BT (relationship since 2004/2005), the Daily Mail, Forbes, Compare the Market, and The Telegraph, alongside mid-market partners Bill Buddy and thinkmoney. The company reports having helped over 2.5 million customers in the prior three years.

Name

Comparison Technologies

Legal name

Comparison Technologies Limited

Website

https://comparisontech.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

501–1,000 employees

Short description

UK-based home services comparison and switching company serving broadband, TV, and mobile markets through both white-label/API partner solutions and direct-to-consumer brands, supported by 500+ call-centre agents handling over 2 million queries annually.

Ownership category

akta.pro rank

Product category

Home Services Comparison Platform

NAICS

Telephone Call Centers (56142)

akta.pro primary industry

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

akta.pro secondary industries

Comparison Shopping & Price Discovery Portals (BPAMAAAJ), Auto-Switching & Price Comparison Platforms (EUAGAEAD)

Keywords

• Home services comparison
• Switching platform
• White label technology
• Comparison API
• Call centre services

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Affiliate/Referral Marketing: Earn commissions when customers switch home services providers through their comparison platforms. Partners earn revenue share from providers when customers complete switches.
2. White Label and API Licensing: Partners license Comparison Tech's comparison technology, branding tools, and tech infrastructure to offer their own branded comparison and switching services.
3. Call Centre/Voice Services: Revenue from fully staffed call centre services supporting partners' offline customer acquisition. Agents handle queries via phone, email and web, 7 days a week.
4. Performance Marketing Services: Marketing services offered to partners including PPC, SEO, and other marketing channels to drive high-quality traffic and improve sales. Performance marketing is a real success story for the business.
5. Data & Insights: Analytics and market insight tools provided to partners including whole-of-market data, tariff performance data, demographic filtering, and panel optimisation capabilities.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Comparison Technologies operates a home services comparison and switching platform, offering B2B partners white-label websites, full APIs, and dedicated call centre support to deliver co-branded comparison experiences. It also runs its own direct-to-consumer comparison brands (Broadband Finder, Broadband Compared, Digital TV, Mobile Phones) and provides performance marketing, data & insights, and customer retention services across broadband, TV, mobile and energy markets.

Product overview

Comparison Technologies operates as both a B2B platform provider and direct-to-consumer brand in the home services comparison and switching market. The core offering comprises white label solutions, full APIs, and customisable partner packages enabling partners to provide optimised comparison and switching experiences under their own branding. Supporting this are voice (call centre) services powered by Amazon Connect, marketing services including performance marketing and the Reswitch customer retention programme, and a Data & Insights platform with energy market analysis tools, Property Look-up, and Turbine. The company also powers switching directly to consumers through its own brands: Broadband Finder, Broadband Compared, Digital TV, and Mobile Phones. The platform focuses on broadband, TV, and mobile markets, combining online tools with offline call centre support.

Differentiator

Problem solved

Functional benefit

Brands

• Broadband Finder: Direct-to-consumer broadband comparison and switching brand.
• Broadband Compared
• Digital TV
• Mobile Phones
• Energy Helpline
• Switch and Give

Products and services

• White Label Solutions Optimised white-label comparison and switching platform offered to B2B partners under their own branding. Comparison Tech handles all development and design work, so partners do not need their own technical resources.
• Full APIs Programmatic API access enabling partners to build fully customised comparison and switching experiences backed by Comparison Tech's smart technology, delivered under the partner's own brand and UX.
• Partner Packages Hybrid, customisable offerings combining comparison technology, full branding, and access to Comparison Tech's high-end tools and resources, with bespoke customer journeys designed collaboratively with each partner.
• Voice (Call Centre) Services Fully staffed in-house call centre operations with 500+ agents across three global locations (UK and India), handling over 2 million queries per year via phone, email and web, 7 days a week. Powered by Amazon Connect cloud technology.
• Marketing Services Performance marketing services for partners including PPC, SEO, and other digital marketing channels designed to drive high-quality traffic and improve sales conversions. Includes the Reswitch customer retention programme.
• Data & Insights Platform Advanced in-house real-time analytics platform providing market analysis, whole-of-market tariff data, Property Look-up, and Turbine tariff viewing tools. Offers partners live and historical tariff data, demographic filtering, and panel optimisation.
• Broadband Finder Direct-to-consumer broadband comparison and switching brand enabling UK consumers to compare broadband providers and switch services online.
• Broadband Compared Direct-to-consumer broadband comparison brand enabling UK consumers to compare and switch broadband service providers.
• Digital TV Direct-to-consumer TV comparison and switching brand enabling UK consumers to compare digital television service providers and switch.
• Mobile Phones Direct-to-consumer mobile phone comparison and switching brand enabling UK consumers to compare mobile deals and switch providers.
• Energy Helpline Energy price comparison and switching service offering UK consumers the ability to compare energy tariffs and switch providers. Operates as a consumer-facing brand and a B2B call-centre service.
• Amazon Connect Cloud Call Centre Cloud-based modular call centre technology with real-time analytics, third-party application integration, advanced voice recognition, and intelligent call routing. Powers Comparison Tech's voice services and is offered to B2B partners.
• Fast Switch Consumer switching service launched in 2021 enabling faster and simpler switching experiences for home services customers across Comparison Tech's platforms.
• Real-time Switching Solution Real-time switching engine developed in 2020 enabling faster and more reliable switching of home services for consumers and B2B partners.

Quantifiable outcome

• 2.5 million+ customers helped in past 3 years
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability2 records

Feature9 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Daily MailcoreChannel Partner/ Reseller/ Distributor · 1 January 2009Long-standing partnership since 2009 with Daily Mail (alongside The Telegraph and Compare the Market) to bring brilliant deals to customers across the UK through co-branded comparison services.
• Compare the MarketcoreChannel Partner/ Reseller/ Distributor · 1 January 2009Household name partnership formed in 2009 as part of Comparison Tech's expansion of partner network to offer innovative switching solutions to consumers.
• The TelegraphminorChannel Partner/ Reseller/ Distributor · 1 January 2009Partnership formed in 2009 with The Telegraph media brand as part of Comparison Tech's expansion of partner network to bring deals to customers.
• BTcoreChannel Partner/ Reseller/ Distributor · 1 January 2004Long-standing relationship with telecoms giant BT since 2004/2005, one of Comparison Tech's earliest major telecoms provider partnerships.
• SkycoreChannel Partner/ Reseller/ DistributorSky is Comparison Tech's leading indirect partner, demonstrating significant YoY sales volume increases, incremental value, KPI trajectory, agility and efficiency. Comparison Tech provides white-label and call centre services supporting Sky's broadband, TV, mobile and Stream/Glass products.
• ForbesminorChannel Partner/ Reseller/ DistributorPartnership with Forbes media brand to bring deals to customers across the UK through co-branded comparison services.
• Bill BuddyminorChannel Partner/ Reseller/ DistributorPartnership with Bill Buddy (bill management service) to bring deals to customers across the UK through co-branded comparison services.
• thinkmoneyminorChannel Partner/ Reseller/ DistributorPartnership with thinkmoney (financial services brand) to bring deals to customers across the UK through co-branded comparison services.
• All Major Home Services ProviderscoreChannel Partner/ Reseller/ DistributorDeep, long-standing relationships with all major home services providers affording access to a huge range of the very best deals. Providers also benefit from efficient way to reach millions of customers who could benefit from switching.
• AmazoncoreTechnology or IntegrationAmazon Connect cloud-based call centre technology powering Comparison Tech's call centre operations with real-time analytics, 3rd-party integration, voice recognition, and intelligent call routing. PCI and ISO compliant.

Scale indicators8 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• GoCompare: UK price comparison brand (insurance-led with growing home services) competing for the same switching consumer and the same affiliate economics as Comparison Tech.
• Broadband Choices: UK broadband comparison and switching platform with similar affiliate/lead-generation model to Comparison Tech's consumer brands.
• Uswitch: Leading UK consumer comparison platform for broadband, energy, mobile and TV — directly competitive in Comparison Tech's core verticals with strong brand awareness and SEO/PPC scale.
• Cable.co.uk: UK-focused broadband and home services comparison site competing head-on with Comparison Tech's Broadband Finder/Broadband Compared brands in the broadband switching vertical.
• Compare the Market (BGL Group): UK's flagship price comparison platform across home services, insurance and financial products, and an existing Comparison Tech channel partner. Directly comparable product (broadband/TV/mobile/energy switching) for the same UK consumer base, with overlapping B2B white-label activity through BGL.

Broad incumbents

• Confused.com: Established UK comparison platform (insurance-led with energy/broadband) competing for similar switching traffic and partner economics as Comparison Tech, owned by Future plc.
• MoneySupermarket Group: Publicly listed UK comparison platform across insurance, money, home services and travel. Overlaps directly with Comparison Tech in broadband/energy/mobile while operating at much larger scale and broader category scope.

Emerging players

• Look After My Bills: UK auto-switching energy platform that overlaps with Comparison Tech's Energy Helpline heritage and its real-time switching technology, representing a newer, automated-switching competitor.

Regional players

• Selectra: European energy and telecoms comparison specialist with UK presence and a partner/white-label go-to-market that mirrors Comparison Tech's B2B platform model, though primarily focused on continental Europe.
• Switcher.ie: Ireland's leading home services comparison and switching platform. Comparable product (broadband/energy/mobile) and switching economics but operates in a different geographic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ComparisonLtd
• Facebookfacebook.com/lifeatcomparisontech

Compliance2 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&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Comparison Technologies