Last reviewed: June 2026
TL;DR
Compare the Market (BGL Group, FCA 414050) vs GoCompare (Future plc, FCA 597323): the primary difference is the Meerkat rewards programme. Both cover 50+ car insurers, both are independent of panel insurers, both use CPA revenue models. GoCompare displays Defaqto ratings more prominently. Compare the Market offers Meerkat Movies and Meals. For buyers who use the rewards, Compare the Market adds value GoCompare cannot match.
Compare the Market vs GoCompare: The Rewards vs Defaqto Question
Compare the Market Limited (FCA FRN 414050) and GoCompare.com Limited (FCA FRN 597323) are both structurally independent comparison sites -- neither is owned by a car insurer on its own panel, distinguishing both from Confused.com. Both cover panels of 50 or more car insurers with CPA revenue models. The practical differences between them are the Meerkat rewards programme (Compare the Market only) and Defaqto rating prominence (GoCompare historically stronger).
The Meerkat Advantage
Compare the Market's Meerkat Movies and Meerkat Meals programme has no equivalent at GoCompare. For buyers who regularly use the cinema and restaurants, the Meerkat rewards can add 100-200 pounds or more of value annually beyond the car insurance policy itself. GoCompare's competitive advantage over Compare the Market is not a rewards programme but rather its prominent Defaqto rating presentation, which makes quality filtering more accessible at the results stage.
Defaqto Presentation: GoCompare's Strength
GoCompare has historically displayed Defaqto star ratings prominently alongside the premium in its car insurance results, making it easier for quality-conscious buyers to filter by policy quality without additional steps. Compare the Market also displays Defaqto ratings but the presentation weight has differed between platforms. For buyers who prioritise policy quality alongside price and do not value the Meerkat rewards, GoCompare's Defaqto presentation provides a marginal advantage in results usability.
Panel Coverage: Broadly Equivalent
Both platforms cover panels of 50 or more car insurers with broadly overlapping membership. Neither platform includes Direct Line. Some insurers may be present on one platform and absent from the other at any time due to commercial term renegotiations. Running quotes on both platforms simultaneously captures any panel differences and maximises the probability of finding the cheapest available price.
Platform Comparison
Who Should Use Which Platform
Compare the Market is the better choice for buyers who: regularly use cinema and restaurant offers and will benefit from the Meerkat rewards; are purchasing home insurance alongside car insurance (both qualify for Meerkat rewards in the same 12-month period); or are indifferent between platforms and want the added non-insurance value.
GoCompare is the better choice for buyers who: do not use cinema or restaurant offers and derive no value from Meerkat rewards; prioritise seeing Defaqto quality ratings prominently in results without additional filtering steps; or are looking for the quickest route to a quality-filtered price comparison.
Running Both: The Most Thorough Approach
For buyers who want maximum coverage, running both Compare the Market and GoCompare alongside a direct Direct Line quote provides the most comprehensive market view. The Meerkat rewards apply if Compare the Market returns the chosen policy. If GoCompare returns the cheapest equivalent policy, the absence of rewards on GoCompare means the comparison should weigh the price difference against the Meerkat rewards value for the specific buyer's usage pattern.
FCA Consumer Duty: Equal Requirements
Both Compare the Market and GoCompare are subject to the FCA's Consumer Duty (effective July 2023), which requires comparison sites to act in consumers' best interests and demonstrate that their products and services deliver good outcomes. Under Consumer Duty, both platforms must evidence that their result presentation, fee structures and consumer communications do not harm consumer interests. The Meerkat rewards programme is subject to the same Consumer Duty assessment as the core comparison function -- Compare the Market must evidence that the rewards programme does not create incentives that lead consumers to purchase unsuitable policies in exchange for entertainment rewards. The FCA has not taken enforcement action against either platform specifically on Consumer Duty grounds in the period to the date of this review.
Disclaimer: Kael Tripton Ltd is not regulated by the Financial Conduct Authority and does not provide financial advice. This article is editorial research only, drawing on publicly available FCA register data, FOS annual data, and Defaqto ratings. All product details should be verified directly with the provider before making any purchase decision.
Frequently Asked Questions
Is Compare the Market or GoCompare better for car insurance?
Both cover similar panels and are structurally independent. Compare the Market offers Meerkat rewards; GoCompare displays Defaqto ratings more prominently. For buyers who value cinema and restaurant rewards, Compare the Market adds value. For buyers focused on quality filtering without rewards, GoCompare is marginally better. Running both maximises market coverage.
Do Compare the Market and GoCompare have the same insurers?
The panels broadly overlap but are not identical. Both cover 50+ car insurers including major brands. Running both platforms and comparing results maximises panel coverage. Neither platform includes Direct Line.
Can I get Meerkat rewards if I use GoCompare?
No. Meerkat Movies and Meerkat Meals are exclusive to Compare the Market and require a qualifying car or home insurance purchase through comparethemarket.com. Purchases through GoCompare, MoneySuperMarket or Confused.com do not qualify.
Who owns Compare the Market and GoCompare?
Compare the Market is owned by BGL Group, a private financial services group. GoCompare is owned by Future plc, a UK media group acquired in 2021. Neither is owned by a car insurer on its own panel, distinguishing both from Confused.com.
Does GoCompare show Defaqto ratings?
Yes. GoCompare displays Defaqto star ratings alongside the premium in car insurance results. Compare the Market also displays Defaqto ratings. GoCompare has historically presented these ratings more prominently at the results stage.
Sources
- FCA Financial Services Register: register.fca.org.uk, FRN 414050 (CTM), FRN 597323 (GoCompare)
- FCA ICOBS: handbook.fca.org.uk/handbook/ICOBS
- Compare the Market: comparethemarket.com
- GoCompare: gocompare.com
