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Compare the market


Company: BGL Group

Brand value: US$1,824 million

Change since 2018: 20%

Headquarter city: Peterborough

Category: Price Comparison

Year formed: 2006

ComparetheMarket.com has been a major disruptor of the insurance sector, offering quick online comparison of the price, cover and features of car, travel, pet home and life insurance as well as energy tariffs, broadband and mobile phone packages, and financial products. It reports having over 5 million customers in the UK. The brand’s “Compare the Meerkat” campaign, featuring a Russian-accented meerkat character, Sergei, as the brand mascot, has been associated with the brand since 2009. This year, the brand has stopped giving away stuffed meerkat toys to new customers, but continues to offer Meerkat Meals and Meerkat Movies – discounts in restaurants and at cinemas. This year’s campaign introduces the robotic “AutoSergei”, who introduces the automated deal-checking tool EnergyCheck. The tool offers monthly alerts to ensure customers are on the most competitive tariff. The brand has reported 13 percent annual growth in revenue, fuelled by its leading position in car and home insurance, and its comparison services across a growing range of products.