Confused, number one insurance comparator in the UK is a perfect example of a business model based on extended partnerships


Country: UKconfused
Year: 2001

  • Reasons for the success:
    • It is a well known player in the insurance sector and benefits from customer confidence
    • His Big Data management make Confused an ideal partner for a comparator website (many clients would be attracted)
  • Except the fact that Orange is not an insurance player, they have a similar configuration and could propose interesting partnerships based on their customer knowledge


  • Admiral Group is a motor insurance company based in Cardiff, which achieved a turnover of €870m (2013).
  • Confused is number one in the insurance and financial services comparators in the UK.
  • The UK insurance comparator market is really mature: one insurance contract out of two is subscribed through a comparison website.
  • Confused, it is :
    • 15 millions of quotations on motor insurance
    • 1.4 millions of contracts sold for 89 insurance partners
  • Its main competitors are , and
  • This success is extended to the Europe, especially with:
    • 2009: in Spain
    • 2010: in France. The business model is based on partnerships with large french insurers, which reward lelynx on each lead between clients and companies.