GoCompare.com (UK)


GoCompare.com is a leading UK price comparison website which acts as broker for a broad range of insurance products and financial services offered by third-party underwriters. It also now covers holidays, telecoms and energy suppliers. It is now wholly owned by Esure, the UK's third largest broker. GoCompare was launched in 2006 by Hayley Parsons and other former employees of Admiral Group as a direct competitor to that company's Confused.com and rivals Moneysupermarket.com and Comparethemarket. All four services (and the others which have launched more recently) are in effect specialised search engines, generating fees from clickthroughs to insurance suppliers as well as from commissions. GoCompare is renowned for its catchy but deeply irritating advertising, featuring opera singer "Gio Compario", arguably Britain's least loved advertising mascot. Introduced in 2009 the character was still be used seven years later. Revenues for 2014 were 113m. Esure acquired a 50% stake in GoCompare in 2010, and bought out the remainder in March 2015 for 95m. That deal made Hayley Parsons, now OBE, one of Britain's wealthiest women. Jon Morrell succeeded her as chief executive, but was himself replaced by Matthew Crummock in 2016. At the same time, Esure said it was considering a paln to spin off the business once again as a separate entity. Adbrands does not currently profile this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

Which agencies handle advertising for GoCompare? Find out more from the Account Assignments database.

Who are the competitors of GoCompare? See Financial & Insurance Sector for other companies 

Capsule checked 12th May 2016


Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 11th Dec 2014: Direct car insurer Esure acquired the 50% of equity it didn't already own in price comparison website GoCompare for 95m. It will continue to run the business as a standalone service. That deal confirmed GoCompare's founder and chief executive Hayley Parsons as one of the UK's wealthiest women, with a cash windfall of 44m. She will step down from day-to-day management of the business, handing over to COO John Morrell. 


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