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Compare the market


Company: BGL Group

Brand value: US$1703 million

Change since 2019: -7%

Headquarter city: Peterborough

Category: Price Comparison

Year formed: 2006        

ComparetheMarket.com has been a major disruptor in the insurance sector, offering quick online comparisons 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. The brand has found huge success with the use of Russian-accented meerkat characters in its advertising, which have featured as its ambassadors for over a decade. AutoSergei, a robotic version of one of these furry friends, is at the heart of ads for automated services that are designed to simplify customers’ lives. The brand has taken its penchant for humour into new platforms; in a campaign linked to the comedy character Dame Edna, ComparetheMarket.com created Instagram and Facebook filters that allow users to “wear” and personalise Dame Edna’s iconic glasses. The brand’s sponsorship of long-running TV soap will end in late 2020 after eight years. During the COVID-19 outbreak, parent company BGL announced £1.5 million in support for six charity partners and other worthy causes.