Gocompare.com
Gocompare.com is a UK consumer price comparison platform, founded 2006 and owned by Future plc, that aggregates quotes from 180+ FCA-regulated insurers and partner providers across insurance, financial, and utility categories for UK individuals.
- Company typePrivate
- Founded2006
- HeadquartersNewport, United Kingdom
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What Gocompare.com does
Gocompare.com Limited is a UK price comparison platform headquartered in Cardiff, Wales, founded in November 2006 by Lee Griffin and Hailey Parsons and acquired by Future plc in 2021. The company operates gocompare.com, a consumer-facing aggregator that compares quotes from 180+ FCA-regulated car insurance providers and a broader panel spanning home, travel, van, motorbike, pet, life, health, landlord, and business insurance, alongside utilities (broadband, energy), and financial products (loans, credit cards, mortgages, savings). Its core technology is a multi-vertical comparison engine enriched by Defaqto data enabling comparison of up to 30 product features per policy rather than price alone, supported by tools such as an insurance group checker, MOT checker, mileage calculator, and a dedicated telematics/black box insurance panel of 20+ providers.
The platform monetises exclusively through affiliate referral fees and commissions paid by partner providers when policies are purchased via the site, with revenue mechanics varying by product category (per-sale fees for car, home, and van insurance; commission share on loans, mortgages, life insurance; renewal fees on landlord insurance; gross written premium share on student insurance). The service is free to consumers, with revenue recovered from partners' marketing budgets. Go.Compare holds FCA authorisation under firm reference 465053 and is the only comparison site invited to join the British Insurance Brokers' Association (BIBA), which together function as regulatory and credibility moats. The company employs approximately 200 staff in Cardiff, operates a renewal app with rewards (up to £250 excess cover refund and £50 travel gift card), and runs a multi-channel acquisition strategy anchored by iconic TV advertising featuring a moustachioed opera singer mascot, complemented by SEO, an in-house editorial team across motoring, home, money, broadband, and lifestyle verticals, and an active presence across Facebook, Instagram, TikTok, Pinterest, LinkedIn, and X.
Gocompare.com firmographics
Firmographics- Name
- Gocompare.com
- Legal name
- Gocompare.com Limited
- Website
- https://gocompare.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Gocompare.com is a UK consumer price comparison platform, founded 2006 and owned by Future plc, that aggregates quotes from 180+ FCA-regulated insurers and partner providers across insurance, financial, and utility categories for UK individuals.
- Ownership category
- akta.pro rank
Gocompare.com industry classification
Industry- Product category
- Insurance Price Comparison
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Lead Generation, Comparison & Marketplace Platforms (Financial Products) (FSAEAMAM)
- akta.pro secondary industries
- Digital Distribution & Comparison Platforms (Aggregators/Marketplaces) (FSAGAGAA), Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)
Keywords
Where Gocompare.com is headquartered
LocationHeadquarters
- HQ city
- Newport
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Gocompare.com business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Personnel, Technology or R&D, Operations
Revenue model
- Policy Purchase Fees: For products including car insurance, home insurance, van insurance, and others, Go.Compare receives a fee from their partner each time a policy is purchased through their platform. This is the primary revenue mechanism.
- Commission from Partners: For products including pet insurance, breakdown cover, travel insurance, life insurance, mortgages, and others, partners receive commission from product providers and then pay Go.Compare a percentage of that commission.
- Landlord Insurance Renewals: For landlord insurance, the partner pays a fee for every policy purchased plus a percentage of any renewal.
- Student Insurance Commission: For student insurance, the partner pays Go.Compare a percentage of the gross written premium for policies purchased through the platform.
- Affiliate Links: In cases where Go.Compare does not offer a direct comparison service, they sometimes introduce customers to partners via affiliate links and earn commission on purchases made.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Annual | Comprehensive Car Insurance - Median £397/year |
| Transaction based/ take rate | Annual | Young Driver Insurance (17-24) - £722/year median |
| Transaction based/ take rate | Pay-as-you-go | GAP Insurance - £181/year median |
| Usage-based | Annual | Pay-As-You-Go Insurance - From £131/year |
| Other | Other | Free Rewards Program - Up to £300 value |
| Transaction based/ take rate | Pay-as-you-go | Temporary/Short-term Car Insurance - Variable |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels12 records
Gocompare.com product offering
Product offeringCore offering
Go.Compare is a UK price comparison website that lets consumers compare quotes from 180+ FCA-regulated insurance providers and multiple financial product and utility suppliers across more than 30 categories, including car, home, travel, pet, life, health, motorbike and van insurance, broadband, energy, loans, credit cards, mortgages and savings. The service is free for consumers; Go.Compare earns revenue through commissions and referral fees paid by partner providers when policies are purchased via the platform, and differentiates through Defaqto-enabled comparison of up to 30 product features per policy rather than price alone.
Product overview
Go.Compare is a UK price comparison website offering a comprehensive portfolio of insurance, financial products, and utility comparison services. The platform enables users to compare quotes from multiple providers across vehicle insurance (car, motorbike, van), home insurance, travel insurance, pet insurance, life and health insurance, utilities (broadband, energy), and money products (loans, credit cards, mortgages). The core offering is car insurance comparison from 180+ FCA-regulated insurers. Key differentiated products include telematics-based black box insurance for young drivers, temporary short-term car insurance, and multi-car household policies. The platform also offers GAP insurance, breakdown cover, gadget insurance, and business insurance. Utility comparisons include broadband/TV packages and gas/electricity tariffs. Financial products include loans, credit cards, mortgages, and savings accounts. The company was the first comparison site to focus on displaying policy details rather than just listing prices.
Differentiator
Problem solved
Functional benefit
Products and services
- Car Insurance Comparison Online comparison of car insurance quotes from 180+ FCA-regulated UK insurers, with options spanning comprehensive, third party fire and theft, third party only, multi-car, temporary, telematics/black box, pay-as-you-go and GAP cover. Target users are UK drivers and households seeking to compare price and policy features side by side.
- Motorbike Insurance Comparison Comparison service for motorcycle, scooter, moped, quad bike, classic and multi-bike insurance policies from UK providers, for riders seeking cover across bike types.
- Van Insurance Comparison Comparison service for van insurance including commercial, courier, temporary and multi-van policies for tradespeople, sole traders and small businesses.
- Home Insurance Comparison Comparison service for home insurance covering buildings, contents, accidental damage, landlord, tenant, holiday home, listed building, unoccupied property and high-value home cover, for UK homeowners, tenants and landlords.
- Travel Insurance Comparison Comparison service for single-trip, annual multi-trip, pre-existing medical conditions, cruise, winter sports, backpacker, family and business travel insurance from UK providers, for UK travellers.
- Pet Insurance Comparison Comparison service for pet insurance covering dogs, cats, senior pets, pre-existing conditions and multi-pet policies from UK providers, for UK pet owners.
- Life Insurance Comparison Comparison service for life insurance including term life, critical illness cover, over 50s plans, joint policies and funeral cover, delivered in partnership with Reassured Ltd for UK consumers.
- Health Insurance Comparison Comparison service for private healthcare, dental insurance and family health coverage delivered in partnership with ActiveQuote, for UK consumers seeking private medical cover.
- Business Insurance Comparison Comparison service for business insurance products including public liability, professional indemnity, employers liability, motor trade and tradesman cover, delivered in partnership with Simply Business, for UK small business owners.
- Breakdown Cover Comparison Comparison service for vehicle breakdown cover including roadside assistance, vehicle recovery, European cover, personal breakdown protection and classic car breakdown, delivered in partnership with Comparison Creator Limited, for UK drivers.
- Broadband and TV Comparison Comparison service for broadband, TV packages, mobile phones and home phone deals including fibre optic, 5G and satellite options, delivered in partnership with Stickee Technology Limited, for UK households.
- Gas and Electricity Comparison Comparison service for gas, electricity, EV tariffs, prepayment meters and boiler installation from UK energy suppliers, for UK households and small businesses.
- Loans Comparison Comparison service for personal loans, bad credit loans, bridging loans, secured and unsecured loans delivered with Experian as the data partner, for UK consumers seeking credit.
- Credit Cards Comparison Comparison service for credit cards including purchase cards, interest-free cards, cashback cards and balance transfer cards delivered with Experian as the data partner, for UK consumers.
- Mortgages Comparison Comparison service for mortgages including remortgages, second-charge, fixed-rate, buy-to-let and first-time buyer products delivered in partnership with Koodoo, for UK home buyers and owners.
- Savings and Current Accounts Comparison Comparison service for savings accounts, ISAs, fixed-rate bonds and current accounts delivered with Experian as the data partner, for UK consumers.
- Gadget Insurance Comparison Comparison service for gadget insurance covering mobile phones, tablets and electronic devices delivered in partnership with Comparison Creator Limited, for UK consumers.
- Car Warranty Comparison Comparison service for extended car warranty products beyond the standard manufacturer warranty delivered in partnership with Loyalty Cover Software, for UK car owners.
- Car Finance and Leasing Comparison Comparison service for car finance including leasing deals, personal loans for vehicles, hire purchase options and van leasing, for UK consumers and businesses.
Quantifiable outcome
- 51% of customers save up to £358 on car insurance
- +4 more outcomes
Companies that use Gocompare.com
Customer profileNamed customers9 records
Segments6 records
Ideal customer profiles6 records
Gocompare.com technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Gocompare.com partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core.
- Hastings DirectcoreHastings Direct is a key multi-car insurance partner for Go.Compare, offering flexible multi-car coverage for households with two or more vehicles. With over 3 million live customer policies and Hastings Direct and Hastings Premier policies rated 5 stars on Defaqto.
- AdmiralcoreAdmiral provides multi-car insurance through Go.Compare, offering Admiral, Gold and Platinum comprehensive cover options with Defaqto's highest rating. Their MultiCar product allows immediate family coverage even at different addresses with separate No Claims Bonus.
- Experian LimitedcoreExperian provides comparison services for loans, credit cards, savings accounts, and current accounts on Go.Compare. They provide the underlying data and comparison infrastructure for these financial products.
- Simply BusinesscoreSimply Business provides business insurance and landlord insurance through Go.Compare. They are a specialist business insurance broker handling commercial policies.
- ActiveQuotecoreActiveQuote provides health insurance and income protection comparison services through Go.Compare, connecting consumers with appropriate coverage providers.
- Reassured LtdcoreReassured Ltd provides life insurance, critical illness cover, and over 50s life insurance through Go.Compare's platform.
- Comparison Creator LimitedcoreComparison Creator provides breakdown cover, home emergency cover, gadget insurance, and mobile phone insurance through Go.Compare. They are FCA authorized and regulated.
- i-Wonder Aggregator Services Limitedcorei-Wonder provides caravan and motorhome insurance, taxi insurance, bicycle insurance, and GAP insurance through Go.Compare.
- KoodoocoreKoodoo provides mortgage comparison services through Go.Compare, enabling consumers to compare mortgage products and rates.
- Stickee Technology LimitedcoreStickee Technology provides broadband, TV, phone, pet insurance, business broadband, and business phone services through Go.Compare.
- Financial Conduct Authority (FCA)coreGo.Compare is authorized and regulated by the FCA (Firm Reference Number 465053) for insurance mediation activity. All insurance providers on the platform are also FCA regulated.
- 180+ FCA-regulated insurance providerscoreGo.Compare aggregates quotes from 180+ FCA-regulated car insurance companies including AA, Admiral, Churchill, Hastings Direct, 1st Central, esure, Tesco Insurance, Aviva, and many others.
Scale indicators8 records
Recent moves6 records
Expansion highlights6 records
Gocompare.com competitors and assessment
Company assessmentDirect peers
- Simply Business: Specialist UK business insurance broker that is also a Go.Compare channel partner. Directly comparable aggregation/brokerage model targeting a business segment that Go.Compare also serves.
- Confused.com: UK car-insurance-led aggregator owned by Admiral Group. Uses similar 100+ provider comparison model with mascot-led TV advertising, directly competing for the same car insurance search traffic as Go.Compare.
- Uswitch: UK comparison service focused on utilities (energy, broadband, mobile), insurance, and money. Direct competitor for Go.Compare's non-car verticals and part of the same competitive set for consumer attention.
- Compare the Market: Direct UK aggregator competitor covering car, home, travel, pet and life insurance, plus utilities and money products. Operates with similar panel-based commission model and competes head-to-head with Go.Compare for the same consumers and providers.
- MoneySupermarket: One of the largest UK price-comparison platforms, spanning insurance, money, travel, energy and broadband. Parent MoneySupermarket Group also owns Quiddel and Monitor; directly competes with Go.Compare across almost every product vertical.
Others
- Experian: Credit reference and data provider that powers Go.Compare's loans, credit cards and current accounts comparison. Comparable as a data-driven UK consumer financial services platform and significant industry participant.
- Defaqto: Independent UK financial product ratings provider that supplies Go.Compare's 30-feature comparison data. Adjacent/ecosystem enabler — not a competitor but a critical data infrastructure partner whose ratings standardise the comparison market.
Broad incumbents
- Future plc: Parent company of Go.Compare; a publicly-traded UK media conglomerate owning large content verticals (TechRadar, Marie Claire, etc.). Comparable as an incumbent in monetising UK consumer audiences via advertising, affiliate and subscription revenue.
Emerging players
- MoneySavingExpert: Consumer finance editorial and comparison site owned by MoneySupermarket Group. Strong SEO and trust moat in the UK; comparable in that it drives quote-intent traffic, though it leans more editorial than transactional.
Regional players
- ActiveQuote: UK health insurance and income protection comparison service that partners with Go.Compare. Operates a similar intermediary/panel model in a narrower vertical (health) and competes indirectly for specialist health traffic.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat6 records
Key highlights7 records
Customer concentration
Gocompare.com social profiles
Digital presenceGocompare.com compliance and trust
Trust signalCompliance1 record
Gocompare.com financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gocompare.com leadership team
Management profileNumber of profiles
Profiles9 records
Gocompare.com funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gocompare.com M&A and investment
M&A and investmentM&A2 records
Investments5 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gocompare.com
What does Gocompare.com do?
Go.Compare is a UK price comparison website that lets consumers compare quotes from 180+ FCA-regulated insurance providers and multiple financial product and utility suppliers across more than 30 categories, including car, home, travel, pet, life, health, motorbike and van insurance, broadband, energy, loans, credit cards, mortgages and savings. The service is free for consumers; Go.Compare earns revenue through commissions and referral fees paid by partner providers when policies are purchased via the platform, and differentiates through Defaqto-enabled comparison of up to 30 product features per policy rather than price alone.
Is Gocompare.com a public or private company?
Gocompare.com is a private company. It is classified as corporate owned and is currently operating.
When was Gocompare.com founded?
Gocompare.com was founded in 2006. It employs 101 to 250 people.
Where is Gocompare.com based?
Gocompare.com is headquartered in Newport, United Kingdom, in the Europe region.
How does Gocompare.com make money?
Five revenue lines are on record. Policy Purchase Fees are the primary driver. The others are commission from Partners, landlord Insurance Renewals, student Insurance Commission and affiliate Links.
Who are Gocompare.com's main competitors?
Direct peers on record are Simply Business, Confused.com, Uswitch, Compare the Market and MoneySupermarket. Others are Experian and Defaqto. Future plc is listed as a broad incumbent. MoneySavingExpert is listed as an emerging player. ActiveQuote is listed as a regional player.
Does Gocompare.com have an API?
No public API is recorded for Gocompare.com.
What industry is Gocompare.com in?
Gocompare.com's product category is Insurance Price Comparison. Its primary akta.pro industry code is FSAEAMAM, Lead Generation, Comparison & Marketplace Platforms (Financial Products), with a secondary code of FSAGAGAA, Digital Distribution & Comparison Platforms (Aggregators/Marketplaces). Its NAICS code is 5242 and its SIC code is 6411.