Last reviewed: June 2026
TL;DR
MoneySuperMarket (LSE:MONY, FCA 303190) vs Confused.com (Admiral Group, FCA 310635): the most important structural difference is ownership. MoneySuperMarket is an independent listed group; Confused.com is owned by Admiral, an insurer whose products appear on its own results page. FCA rules require fair presentation regardless, but the structural independence distinction matters for buyers sensitive to potential conflicts of interest.
MoneySuperMarket vs Confused.com: The Ownership Question
MoneySuperMarket Group plc (FCA FRN 303190) is an independent listed company with no ownership connection to any insurer on its panel. Confused.com (FCA FRN 310635) is owned by Admiral Group plc, which is also one of the UK's largest car insurers and appears as a panel member on Confused.com's own results page.
This structural difference is the most significant distinction between the two platforms. FCA rules require both to present results fairly and not mislead consumers. But the potential for a structural conflict of interest -- where a comparison site's owner also benefits from sales made through the platform's own results -- exists at Confused.com in a way it does not at MoneySuperMarket, GoCompare or Compare the Market.
How FCA Rules Address the Confused.com Conflict
The FCA's ICOBS rules and Consumer Duty require comparison sites to act in consumers' best interests and present results fairly. These rules apply to Confused.com regardless of its ownership. Admiral has stated publicly that Confused.com operates independently from Admiral's insurance business and that Admiral products are ranked by price on the same basis as other panel members. The FCA has not taken enforcement action against Confused.com specifically on this basis.
From a consumer perspective, the practical test is whether Admiral products appear in Confused.com results at prices comparable to those offered through other comparison sites. If Admiral's Confused.com pricing is the same as its MoneySuperMarket or GoCompare pricing for the same driver profile, the conflict of interest has no practical impact. If Admiral's prices are different across platforms, that warrants investigation.
Panel Coverage: Are They the Same?
Both MoneySuperMarket and Confused.com cover panels of 50 or more car insurers. The panels broadly overlap. Some insurers may be present on one platform and absent from the other at any time. Direct Line does not appear on either platform. Churchill, which shares an FCA registration with Direct Line (FRN 202111), does appear on some comparison sites including Confused.com -- this is because Churchill has separate comparison site distribution arrangements despite sharing an underwriting entity with Direct Line.
Platform Comparison
The Meerkat Factor: Compare the Market's Rewards
Compare the Market offers a Meerkat Movies and Meerkat Meals rewards programme for buyers who purchase car or home insurance through its platform. This bundled reward is not available through MoneySuperMarket or Confused.com. For buyers who value the Meerkat rewards programme, Compare the Market offers a differentiated value proposition beyond the insurance quote itself. MoneySuperMarket and Confused.com do not offer comparable bundled non-insurance rewards on standard car insurance purchases.
Which Platform for Which Buyer
For buyers who are sensitive to comparison site ownership conflicts, MoneySuperMarket, GoCompare or Compare the Market are structurally cleaner options than Confused.com. For buyers who are indifferent to the ownership question and want to maximise panel coverage, running Confused.com alongside MoneySuperMarket increases the probability of capturing the cheapest available price across the combined panels of both platforms.
Disclaimer: Kael Tripton Ltd is not regulated by the Financial Conduct Authority and does not provide financial advice. This article is editorial research only. Kael Tripton does not receive commission from any comparison site or insurer featured on this page. All information should be verified directly with the relevant platform before making any purchase decision.
Frequently Asked Questions
Is there a conflict of interest on Confused.com?
Confused.com is owned by Admiral Group, which is also an insurer whose products appear on Confused.com's results. FCA rules require fair presentation regardless of ownership. MoneySuperMarket, GoCompare and Compare the Market are not owned by any panel insurer and do not have this structural conflict.
Is MoneySuperMarket or Confused.com better for car insurance?
Both cover similar panels of 50+ car insurers. MoneySuperMarket is structurally independent of all panel insurers. Confused.com is owned by Admiral. For buyers indifferent to the ownership question, running both increases panel coverage. For buyers concerned about structural conflicts, MoneySuperMarket is cleaner.
Does Churchill appear on Confused.com?
Churchill, which shares FCA FRN 202111 with Direct Line (both under Direct Line Insurance plc, now part of Aviva group), does appear on some comparison sites including Confused.com. Direct Line does not appear on any comparison site. The two brands have separate comparison site distribution arrangements.
Does Confused.com give Admiral better placement in results?
FCA ICOBS rules require fair presentation of results regardless of ownership. Confused.com and Admiral have both stated publicly that Admiral products are ranked by price on the same basis as other panel members. The FCA has not taken enforcement action specifically on this basis.
What is the Meerkat rewards programme?
Meerkat Movies and Meerkat Meals is a rewards programme offered by Compare the Market to buyers who purchase car or home insurance through its platform. The programme provides two-for-one cinema tickets and restaurant discounts. This bundled reward is not available through MoneySuperMarket or Confused.com.
Sources
- FCA Financial Services Register: register.fca.org.uk, FRN 303190 (MSM), FRN 310635 (Confused)
- FCA ICOBS: handbook.fca.org.uk/handbook/ICOBS
- Admiral Group Annual Report: admiralgroup.co.uk
- MoneySuperMarket Group Annual Report: moneysupermarketgroup.com
