What CompareNI does

CompareNI, trading style of Seopa Ltd, is a Belfast-headquartered price comparison platform exclusively serving Northern Ireland residents. Founded in 2003 and authorised and regulated by the Financial Conduct Authority (register number 313860), the company operates a single-form web-based comparison engine that aggregates quotes from 80+ car insurance providers, 30+ home, 45 van, 25+ travel, 20+ bike, 15 pet, and 10 motorhome providers — all of which actively quote for NI. The technology uses cookie-based quote persistence and affiliate tracking to manage user journeys across an unusually broad catalogue that includes 50+ insurance verticals (including specialist covers such as classic car, convicted driver, import car, EV, farm, and non-standard home) plus adjacent comparison categories for money products, utilities, broadband and mobile, travel bookings, and motoring services.

The business model is a freemium, commission-driven comparison marketplace. Consumers use the platform free of charge; revenue is generated primarily through fees paid by insurance providers when customers purchase policies originating from CompareNI quotes. A secondary revenue stream is the CompareNI Rewards loyalty program, powered by People Value Limited, which provides cashback and discounts across 1,000+ UK retailers for policy purchasers, plus a paid Rewards Plus subscription tier that offers enhanced digital voucher and gift card discounts. Marketing is multi-channel, combining SEO, paid search, social media, email, affiliate co-branding, television advertising, and a distinctive mascot-driven toy promotion.

Go-to-market is direct-to-consumer and product-led: customers complete a single online form, view side-by-side quotes, and click through to providers' own sites or phone lines to purchase. The geographic scope is strictly limited to Northern Ireland, with explicit exclusion of Great Britain, the Republic of Ireland, and international markets — a positioning that exploits the fact that many UK-mainland insurers do not cover NI, creating structural demand for a specialist intermediary. Managing Director Ian Wilson leads the founder-operated, private limited company, which has reported no institutional funding, M&A activity, or third-party ownership.

Name

CompareNI

Legal name

Seopa Ltd

Website

https://compareni.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

CompareNI is a Belfast-based price comparison platform, operated by Seopa Ltd, that aggregates insurance quotes from 80+ providers exclusively for Northern Ireland residents. It earns commission from providers and offers a cashback Rewards program with 1,000+ UK retailers.

Ownership category

akta.pro rank

Product category

Insurance Price Comparison

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Activities Related to Credit Intermediation (5223)

SIC

Services-Testing Laboratories (8734)

akta.pro primary industry

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

Keywords

• Insurance comparison
• Price comparison platform
• Northern Ireland insurance
• Car insurance quotes
• Financial product tools

Headquarters

HQ city

Belfast

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, Technology or R&D, Personnel, Operations

Revenue model

1. Insurance Provider Commission: When customers purchase an insurance policy through CompareNI, the insurance provider pays a fee/commission to Seopa Ltd (CompareNI's parent company). This is the primary revenue stream and allows the service to be free for consumers.
2. Rewards Plus Upgrade: Customers can purchase a policy upgrade to access CompareNI Rewards+ for bigger discounts on digital vouchers and reloadable gift cards from partner retailers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

CompareNI is a price comparison platform specifically serving Northern Ireland residents, aggregating quotes from over 80 insurance providers for personal and commercial insurance products. Users complete a single online form to receive side-by-side quotes from providers that actively cover Northern Ireland, then purchase directly from the chosen insurer. The platform also operates the CompareNI Rewards loyalty program offering cashback and discounts at over 1,000 UK retailers for policy purchasers, and extends into travel bookings, money products, utilities, and motoring services.

Product overview

CompareNI is a price comparison website specifically serving Northern Ireland residents, offering insurance comparison across a broad portfolio of personal and business insurance products. The core platform is built around insurance comparison services, with car insurance, home insurance, van insurance, motorbike insurance, travel insurance, pet insurance, motorhome insurance, bicycle insurance, and breakdown cover as the primary product categories. Additional insurance products include life insurance, health insurance, landlord insurance, business insurance, and specialist covers such as classic car insurance, convicted driver insurance, import car insurance, and 4x4 insurance. The platform operates on a single-form comparison model where users complete one form to receive quotes from multiple providers. CompareNI also offers a free loyalty program called CompareNI Rewards (powered by People Value Limited) that provides cashback and discounts at over 1000 UK retailers for policy purchasers. The company is expanding into adjacent categories including travel bookings, money products (loans, mortgages, savings), and utility comparisons (energy, broadband, mobile). CompareNI is a trading style of Seopa Ltd, authorised and regulated by the Financial Conduct Authority (FCA).

Differentiator

Problem solved

Functional benefit

Brands

• CompareNI Rewards: A loyalty program offering discounts and cashback from over 1000 UK retailers for customers who purchase insurance policies through CompareNI.

Products and services

• Car Insurance Comparison Primary car insurance comparison service for Northern Ireland residents, comparing quotes from over 80 insurance providers to find competitive rates.
• Home Insurance Comparison Home insurance comparison service for Northern Ireland residents, comparing quotes from over 30 insurance providers including buildings, contents, and combined policies.
• Van Insurance Comparison Van insurance comparison service for Northern Ireland residents, comparing quotes from up to 45 insurance providers for commercial and personal vans.
• Bike Insurance Comparison Motorbike insurance comparison service for Northern Ireland residents, comparing quotes from over 20 insurance providers.
• Travel Insurance Comparison Travel insurance comparison service for Northern Ireland residents, comparing quotes from over 25 insurance providers for single-trip, multi-trip, and specialist travel coverage.
• Pet Insurance Comparison Pet insurance comparison service for Northern Ireland residents, comparing quotes from up to 15 insurance providers for dogs, cats, and other pets with various coverage types.
• Motorhome Insurance Comparison Motorhome insurance comparison service for Northern Ireland residents, comparing quotes from up to 10 insurance providers for motorhomes and motor caravans.
• Bicycle Insurance Comparison Bicycle and e-bike insurance comparison service for Northern Ireland residents, connecting users with providers offering coverage for theft, liability, and damage.
• Breakdown Cover Comparison Breakdown insurance comparison service for Northern Ireland residents, comparing quotes from up to 10 providers offering roadside assistance, vehicle recovery, and onward travel coverage.
• Life Insurance Comparison Life insurance comparison service connecting Northern Ireland residents with advisors for term life, whole-of-life, and critical illness coverage.
• Landlords Insurance Comparison Landlord insurance comparison service for Northern Ireland property owners, covering buildings, contents, liability, and loss of rent for rental properties.
• Health Insurance Comparison Health insurance comparison service for Northern Ireland residents, comparing leading insurers like AXA, Bupa, Aviva and more, offering private medical insurance, cash plans, and corporate health coverage.
• Taxi Insurance Comparison Taxi insurance comparison service for Northern Ireland taxi drivers and fleet operators.
• Classic Car Insurance Comparison Specialist classic and collector car insurance comparison service for Northern Ireland residents, connecting with providers offering agreed-value policies.
• Convicted Driver Insurance Comparison Specialist insurance comparison for drivers with convictions in Northern Ireland, connecting with providers offering policies for various driving offences.
• Import Car Insurance Comparison Specialist import car insurance comparison service for Northern Ireland residents with imported vehicles.
• 4x4 Insurance Comparison 4x4 and SUV insurance comparison service for Northern Ireland residents covering off-road, modified, and specialist 4WD vehicles.
• Business Insurance Comparison Business insurance comparison service for Northern Ireland businesses including professional indemnity, public liability, shop, office, and tradesman insurance.
• Public Liability Insurance Comparison Public liability insurance comparison for Northern Ireland businesses.
• Professional Indemnity Insurance Comparison Professional indemnity insurance comparison for Northern Ireland professionals and businesses.
• Holiday Home Insurance Comparison Holiday home and second property insurance comparison for Northern Ireland residents.
• Caravan Insurance Comparison Static and touring caravan insurance comparison service for Northern Ireland residents, comparing quotes from over 5 providers.
• Income Protection Insurance Comparison Income protection insurance comparison service for Northern Ireland residents covering various occupations.
• Mortgage Protection Insurance Comparison Mortgage protection insurance comparison service for Northern Ireland homeowners.
• Farm Insurance Comparison Farm and agricultural insurance comparison service for Northern Ireland farmers covering buildings, livestock, crops, and equipment.
• Non-Standard Home Insurance Comparison Specialist home insurance comparison for Northern Ireland non-standard properties including thatched cottages, flood-risk homes, and listed buildings.
• Unoccupied Property Insurance Comparison Unoccupied and empty property insurance comparison for Northern Ireland property owners.
• Park Home Insurance Comparison Park home, chalet, and holiday home insurance comparison for Northern Ireland residents.
• Motor Trade Insurance Comparison Motor trade insurance comparison for Northern Ireland automotive businesses.
• Shop Insurance Comparison Retail shop insurance comparison for Northern Ireland businesses.
• Office Insurance Comparison Office and commercial property insurance comparison for Northern Ireland businesses.
• Truck Insurance Comparison Truck and HGV insurance comparison for Northern Ireland haulage businesses.
• Boat Insurance Comparison Boat and watercraft insurance comparison for Northern Ireland residents.
• Bus and Coach Insurance Comparison Bus and coach insurance comparison for Northern Ireland transport operators.
• Young Driver Insurance Comparison Specialist car insurance comparison for young and new drivers in Northern Ireland.
• Temporary Car Insurance Comparison Short-term and temporary car insurance comparison for Northern Ireland drivers.
• Electric Car Insurance Comparison Electric vehicle insurance comparison for Northern Ireland EV owners.
• Minibus Insurance Comparison Minibus insurance comparison for Northern Ireland operators and businesses.
• Courier Insurance Comparison Courier and delivery insurance comparison for Northern Ireland couriers.
• Campervan Insurance Comparison Campervan insurance comparison for Northern Ireland motorhome and campervan owners.
• Gadget Insurance Comparison Mobile phone and gadget insurance comparison for Northern Ireland residents.
• Golf Insurance Comparison Golf equipment and liability insurance comparison for Northern Ireland golfers.
• Wedding Insurance Comparison Wedding insurance comparison for Northern Ireland couples.
• Horse Insurance Comparison Horse and equestrian insurance comparison for Northern Ireland horse owners.
• GAP Insurance Comparison Guaranteed Asset Protection insurance comparison for Northern Ireland vehicle owners.
• Jewellery Insurance Comparison Jewellery and valuables insurance comparison for Northern Ireland residents.
• Home Appliance Insurance Comparison Home appliance and warranty insurance comparison for Northern Ireland residents.
• Sports Insurance Comparison Sports equipment and instructor insurance comparison for Northern Ireland sports professionals.
• Travel Services Travel booking services including flights, car hire, hotel deals, activities, airport parking, and packaged holidays for Northern Ireland travelers.
• Money Products Comparison Financial products comparison including secured loans, personal loans, car finance, credit cards, mortgages, savings accounts, pensions, and annuities.
• Utilities Comparison Utility comparison services for gas, oil, electricity, broadband, and mobile phones in Northern Ireland.
• Motoring Services Motoring services including new and used car sales, car leasing, car warranties, vehicle checks, and sell-my-car for Northern Ireland drivers.
• CompareNI Rewards Free loyalty program providing access to discounts and cashback at over 1000 UK retailers. Rewards Plus upgrade available for policy purchasers with bigger discounts on digital vouchers and gift cards.

Quantifiable outcome

• 51% of consumers could save £535.17 on Car Insurance
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core, secondary and minor.

• Seopa LtdcoreOthersCompareNI.com is a trading style of Seopa Ltd, a limited company registered in Northern Ireland (NI46322). Seopa Ltd is the operating parent company, authorized and regulated by the FCA (register number 313860).
• Insurance Providers (80+ for car insurance)coreChannel Partner/ Reseller/ DistributorPartnerships with over 80 insurance providers who quote for Northern Ireland residents, including Hughes Insurance, Abbey Insurance, Apricot Insurance, Allianz NI, Gladiator, Budget, More Than, and many others. Providers pay commission when customers purchase policies through CompareNI.
• CompareNI Rewards Partners (1000+ UK retailers)secondaryGTM or Marketing PartnerPartnership with over 1000 UK retailers including Argos, Tesco, M&S, Just Eat, Currys, B&Q for the CompareNI Rewards cashback program. Access requires a recent insurance quote.
• PV (People Value Limited)minorStrategic or Co-development PartnerPV is a trading name of People Value Limited that helps facilitate the CompareNI Rewards registration process. Some personal information may be shared with PV to complete registration.

Scale indicators17 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Compare the Market: UK's largest insurance price comparison platform, operating across home, car, and life insurance. Highly comparable as a multi-vertical insurance comparison site, but it operates UK-wide and is not NI-specialised, making it a direct but broader competitor.
• MoneySupermarket: Listed UK price comparison platform with insurance, money, energy, and travel verticals. The UK-wide leader in the same multi-vertical comparison model that CompareNI executes at a regional NI scale.
• Uswitch: UK comparison site for utilities, broadband, mobile, and insurance. Highly comparable in money/utility/insurance comparison bundles, but operates UK-wide rather than NI-focused.
• Confused.com: Established UK insurance comparison platform, particularly strong in motor and home insurance. Directly comparable GTM and product breadth, but operates at UK-wide scale rather than NI-specialised.
• Moneyfacts: UK financial product comparison and data provider covering savings, loans, mortgages, and insurance. Comparable in money/insurance comparison though their strength is financial product data rather than lead generation.
• MoneySupermarket: UK-listed price comparison platform covering insurance, money, energy, and travel. Comparable in offering multi-vertical comparison (insurance plus money plus utilities), but serves the entire UK rather than focusing on NI.
• GoCompare: Major UK price comparison site covering car, home, travel, and life insurance. Same business model (commission-based lead generation) and target customer (insurance shoppers), but a UK-wide incumbent rather than a regional specialist.

Others

• Seopa Ltd: Parent company of CompareNI, operating the same Belfast-based insurance comparison business under FCA registration. Comparable as the operating entity, but not a competitor — it is the legal parent rather than a peer.

Direct peers

• Tiger.co.uk: UK specialist insurance comparison site (car, home, van, bike) operating on a commission-based lead-generation model. Comparable in product mix and GTM, but focused UK-wide rather than NI-specifically.
• QuoteZone: UK insurance comparison platform covering car, home, van, and other personal lines. Closely comparable in product and comparison-engine approach — and the CompareNI site's image CDN assets actually point to quotezone, suggesting technological kinship or shared parentage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/compareni
• YouTubeyoutube.com/user/CompareNI
• Facebookfacebook.com/CompareNI
• LinkedInlinkedin.com/company/compareni

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 CompareNI