Compare the Market Review
FCA FRN: 414050 | Group: BGL Group (private) | Products: Car, Home, Life, Travel, Energy, Broadband, Pets
Compare the Market and the Aleksandr Orlov Campaign
Compare the Market's Aleksandr Orlov meerkat character, introduced in 2009, is one of the most recognised advertising campaigns in UK insurance marketing history. The 'comparethemarket.com vs comparethemeerkat.com' campaign launched the brand from a relatively small market position to one of the four dominant UK comparison sites over a five-year period. The meerkat brand identity extends to the Meerkat rewards programme, creating a consumer loyalty mechanism that has maintained Compare the Market's market position against GoCompare's Gio Compario and MoneySuperMarket's scale advantage.
Compare the Market vs the Other Three Platforms
Is Compare the Market Worth Using?
Compare the Market is a legitimate and well-regulated comparison site covering a broad car insurance panel. Its primary differentiation from GoCompare and MoneySuperMarket is the Meerkat rewards programme rather than panel coverage or pricing advantage. For buyers who value the Meerkat cinema and restaurant rewards, Compare the Market offers added value beyond the insurance quote. For buyers focused purely on lowest premium, running Compare the Market alongside one other comparison site maximises panel coverage.
Direct Line does not appear on Compare the Market or any comparison site. A separate direct quote from directline.com remains necessary for complete market coverage regardless of which comparison site is used.
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 regulated by the FCA?
Yes. Compare the Market Limited holds FCA FRN 414050 and is authorised as an insurance intermediary. FCA ICOBS and Consumer Duty rules apply to its comparison service. The FCA register can be verified at register.fca.org.uk.
What is the Meerkat rewards programme?
Meerkat Movies and Meerkat Meals is a rewards programme available to buyers who purchase car or home insurance through Compare the Market. It provides two-for-one cinema tickets on Tuesdays and Wednesdays and two-for-one meals at participating restaurants. The rewards are available for 12 months following a qualifying purchase.
Who owns Compare the Market?
Compare the Market is owned by BGL Group, a private financial services and technology group. BGL Group is not owned by any car insurer on Compare the Market's panel, making Compare the Market structurally independent in a way Confused.com (Admiral-owned) is not.
Does Compare the Market include Direct Line?
No. Direct Line does not appear on Compare the Market or any other comparison site. A separate direct quote from directline.com is required to include Direct Line in any market price comparison.
Is Compare the Market the same as Comparethemarket.com?
Yes. Compare the Market and comparethemarket.com refer to the same platform operated by Compare the Market Limited (FCA FRN 414050), owned by BGL Group. The 'comparethemeerkat.com' URL used in early advertising campaigns redirects to comparethemarket.com.
Sources
- FCA Financial Services Register: register.fca.org.uk, FRN 414050
- FCA ICOBS: handbook.fca.org.uk/handbook/ICOBS
- FCA Consumer Duty: fca.org.uk/firms/consumer-duty
- BGL Group: bglgroup.co.uk
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Editorial Disclaimer
The content on Kaeltripton.com is for informational and educational purposes only and does not constitute financial, investment, tax, legal or regulatory advice. Kaeltripton.com is not authorised or regulated by the Financial Conduct Authority (FCA) and is not a financial adviser, mortgage broker, insurance intermediary or investment firm. Nothing on this site should be construed as a personal recommendation. Rates, figures and product details are indicative only, subject to change without notice, and should always be verified directly with the relevant provider, HMRC, the FCA register, the Bank of England, Ofgem or other appropriate authority before any financial decision is made. Past performance is not a reliable indicator of future results. If you require regulated financial advice, please consult a qualified adviser authorised by the FCA.
