Compare the Market Review
FCA FRN: 414050 | Group: BGL Group (private) | Products: Car, Home, Life, Travel, Energy, Broadband, Pets
| Dimension | Weight | Score | Evidence |
|---|---|---|---|
| FCA Authorisation | 25% | 19 | FCA FRN 414050; insurance intermediary; authorised 2007 |
| Panel Breadth | 25% | 19 | 50+ insurers; full four-platform panel member coverage |
| Revenue Model Transparency | 25% | 17 | CPA model; Meerkat rewards programme differentiation |
| Consumer Protection | 15% | 12 | FCA ICOBS; Consumer Duty; fair presentation required |
| Independence | 10% | 8 | BGL Group private; no insurer ownership conflict |
Last reviewed: June 2026
TL;DR
Compare the Market (FCA FRN 414050) is one of the UK's four major price comparison sites, owned by BGL Group. Best known for its Meerkat advertising and the Meerkat Movies and Meerkat Meals rewards programme for buyers who purchase through the platform. CPA revenue model. 50+ car insurer panel. Structurally independent of all panel insurers.
About Compare the Market
Compare the Market Limited (FCA FRN 414050) is one of the UK's four major price comparison websites, owned by BGL Group -- a private financial services and technology group founded in 1992. BGL Group also owns a majority stake in Budget Insurance and other insurance-related businesses, though none of these are panel members on Compare the Market's own comparison results in a way that creates the same structural conflict as Confused.com's Admiral ownership.
Compare the Market operates across car insurance, home insurance, life insurance, travel insurance, energy switching, broadband, pets and credit cards. The car insurance comparison is its highest-traffic product, consistent with the UK market where car insurance comparison drives more comparison site searches than any other financial product category.
The Meerkat Rewards Programme
Compare the Market's Meerkat Movies and Meerkat Meals rewards programme is the most distinctive consumer incentive in the UK comparison site market. Buyers who purchase car or home insurance through Compare the Market receive access to two-for-one cinema tickets on Tuesdays and Wednesdays (Meerkat Movies) and two-for-one meals on Sundays to Thursdays at participating restaurants (Meerkat Meals). The rewards programme is available for 12 months following a qualifying purchase.
The Meerkat rewards are a non-insurance differentiator that GoCompare, MoneySuperMarket and Confused.com do not offer on standard car insurance purchases. For buyers who regularly use cinema and restaurant offers, the Meerkat programme can add meaningful value beyond the insurance policy itself. The cost of the rewards programme is built into Compare the Market's operating model and ultimately reflected in the CPA fees paid by insurers.
How Compare the Market Works
Compare the Market's car insurance comparison returns quotes from a panel of 50 or more insurers, ranked by price (cheapest first) as the default sort order. The results page displays the annual premium, Defaqto star rating, excess levels and key policy features. Sponsored positions may appear at the top of results and are paid placements identified as such under FCA rules. Users can filter results by minimum Defaqto star rating, specific policy features and insurer.
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
