Gocompare.com

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.

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

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

• Price comparison website
• Insurance comparison
• Financial product comparison
• Utility comparison services
• Car insurance quotes

Headquarters

HQ city

Newport

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. 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.
2. 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.
3. Landlord Insurance Renewals: For landlord insurance, the partner pays a fee for every policy purchased plus a percentage of any renewal.
4. Student Insurance Commission: For student insurance, the partner pays Go.Compare a percentage of the gross written premium for policies purchased through the platform.
5. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels12 records

Core 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

Named customers9 records

Segments6 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Twelve partnerships are on record, tiered core.

• Hastings DirectcoreChannel Partner/ Reseller/ DistributorHastings 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.
• AdmiralcoreChannel Partner/ Reseller/ DistributorAdmiral 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 LimitedcoreTechnology or IntegrationExperian 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 BusinesscoreChannel Partner/ Reseller/ DistributorSimply Business provides business insurance and landlord insurance through Go.Compare. They are a specialist business insurance broker handling commercial policies.
• ActiveQuotecoreChannel Partner/ Reseller/ DistributorActiveQuote provides health insurance and income protection comparison services through Go.Compare, connecting consumers with appropriate coverage providers.
• Reassured LtdcoreChannel Partner/ Reseller/ DistributorReassured Ltd provides life insurance, critical illness cover, and over 50s life insurance through Go.Compare's platform.
• Comparison Creator LimitedcoreChannel Partner/ Reseller/ DistributorComparison 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 LimitedcoreChannel Partner/ Reseller/ Distributori-Wonder provides caravan and motorhome insurance, taxi insurance, bicycle insurance, and GAP insurance through Go.Compare.
• KoodoocoreChannel Partner/ Reseller/ DistributorKoodoo provides mortgage comparison services through Go.Compare, enabling consumers to compare mortgage products and rates.
• Stickee Technology LimitedcoreChannel Partner/ Reseller/ DistributorStickee Technology provides broadband, TV, phone, pet insurance, business broadband, and business phone services through Go.Compare.
• Financial Conduct Authority (FCA)coreOthersGo.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 providerscoreChannel Partner/ Reseller/ DistributorGo.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

Direct 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

• Xx.com/Gocompare
• Facebookfacebook.com/gocompare
• LinkedInlinkedin.com/company/gocompare-com
• Instagraminstagram.com/go.compare
• Pinterestpinterest.ca/gocompare
• TikToktiktok.com/@go.compare?lang=en

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments5 records

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

Frequently asked questions about Gocompare.com