Comparison websites in UK retail financial services

Comparison websites have become a fundamental part of UK retail financial services. These websites appeal to both buyers and sellers. They offer buyers the ability to enter their details once and then quickly compare a range of products, usually ordered by price. For sellers they offer a supply of potential customers who have refined their needs through the comparison process and are thus more likely to complete a purchase.

This paper analyses the role of comparison websites, drawing on case studies with three major providers of UK financial services comparisons. The paper also analyses the criticisms made of comparison websites, draws out implications for practitioners and consumers and outlines areas for future research.