UK price-comparison website may be saturated: GoodGrowth
There may not be room for four price-comparison websites in the UK, with Moneysupermarket the runaway leader in terms of traffic, followed by Comparethemarket, GoCompare and Confused.com, according to research from GoodGrowth. GoCompare is the "challenger to watch," especially if it invests in its digital toolbox, according to GoodGrowth CEO James Hammersley.

What’s going on in the world of price comparison sites? With recent announcements regarding the de-merger of Esure from GoCompare, as well as the consideration of the BGL Group to sell shares in businesses including Comparethemarket.com, is there something about the market that is making the prospect of significant growth in value less attractive?

An analysis of the comparative performance of the ‘big four’ suggests that despite award-winning advertising around small furry animals, imitations using robots and irritations using opera singers, first mover MoneySuperMarket.com is still dominating the market. No wonder investors in the three challengers are considering their positions.