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Wholly owned subsidiary
Industry Price comparison
Founded 2001
Headquarters Cardiff, Wales
Area served
United Kingdom
Key people
Martin Coriat (CEO)
Products Insurance
Parent Admiral Group
Website, part of the Admiral Group, is a British financial services comparison website specialising in insurance and financial services. The website enables consumers to compare prices on a range of insurance and financial products, including car insurance, home insurance and life insurance.

History[edit] launched in 2001, becoming the UK’s first car insurance comparison site. It is based in Cardiff, Wales with its offices located near the headquarters of the Admiral Group. The Admiral Group floated on the London Stock Exchange in September 2004, it is currently the only FTSE100 listed company headquartered in Wales.[1] is regulated by the Financial Conduct Authority.

Management[edit] has undergone a high degree of management churn in recent years. At the top level, founding Managing Director Kate Armstrong, an IT consultant originally from Sydney, retired from the business in 2005, following the successful floatation of the Admiral Group. She was succeeded by Deborah Williams who took the reins from 2005 to 2007. The business underwent expansive growth in this period with profit hitting £36 million in 2007.[2] It was with some degree of surprise therefore that the industry received news of Williams' departure to join a relatively unknown insurance broker.[3] Williams was succeeded by Carlton Hood in the newly created position of CEO. The sector was shaken up by the ground breaking Compare the Market campaign in 2009 and, along with other established competitors lost market share. Hood resigned abruptly in 2010 [4] and was succeeded by Group FD Kevin Chidwick as an interim measure.

Chidwick remained in place until January 2012 and was succeeded by Admiral Group senior manager Nic Weng Kan followed by Martin Coriat. Coriat was MD of Admiral-owned French comparison site[5] until he took up the position of CEO in October 2013.

The marketing department came under new management in July 2010 when Mike Hoban formally passed a six-month probation period[6] and stepped into the role of marketing director. Prior to joining, he spent 18 months as the Communications Director of Directgov, helping to position their website as the ‘nation’s official website'.

Awards[edit] have been recipients of a number of marketing and industry awards:

  • Winners - Best in house team - 2014 European Search Awards[7]
  • Winners - Best systems integration (marketing specialist category) - 2013 UK Sitecore site of the year awards[8]
  • Joint winners - Best financial services site (joint winners with HSBC) in the financial services category - 2013 UK Sitecore site of the year awards[8]
  • Highly commended - What Mortgage Best comparison site category - 2013/2014 personal finance awards[9]
  • Winners - Marketing Excellence award (PR category) - 'Driving in heels campaign' - South Wales Chamber of Commerce Marketing Excellence Awards 2013[10]
  • Winners - PR award - 'Driving in heels campaign' - Canmol Marketing awards 2012[11]
  • Winners - PR award - 'Middle lane hoggers campaign' - PR Moment Awards 2017[12]


In early years, achieved success with a simple, repetitive direct response advertising format, in which a man with a megaphone shouted about exactly what was offering. This led into the longest running of’s campaigns, featuring simple cardboard props on a white background.[citation needed] In later years as competitors, and have entered the market, has tried numerous different advertising vehicles. None have emulated the success of the initial campaign and has slipped from the position of market leader to being the fourth largest car insurance comparison website in the UK. The popularity of the company's slogan '' rose to prominence after the success of the 2001 campaign. A 2002 study by Webster showed that the slogan was the third most used phrase of the year behind 'Hey you' and 'Naughty Soldier'.[citation needed]

Later adverts containing real life testimonials, featuring customers and prolific social media users talking about their experiences while using the website, as well as showcasing the website’s simplicity by explaining how it works.[13]

Adverts in early 2010 focused on the concept of regret and featured members of the public lamenting that they could have purchased something they wanted if they had purchased their car insurance through[14]

In September 2010, introduced the character of "Cara Confused"[15] a wild-haired animated version of the original company mascot that was present on the former logo.[15] The inspiration for the creation of Cara came from Kate Armstrong, the founder and former managing director of[16] The campaign used the tagline, "it pays to be". In February 2011 an advert started featuring Cara (voiced by West End star Louise Dearman) singing the Diana Ross track "Chain Reaction".[17] Marketing Director Mike Hoban claimed that this campaign gained 2 million customers since launch.[18]

On 1 June 2013 a campaign launched featuring a robot named Brian, depicted as being on a mission to help people to "save pounds".[19] On 24 December 2014, an advert was launched where scrap dealers kidnap Brian. Instead of melting him down straight away, they leave him hanging through the night on a magnet. However, his robot friends at headquarters receive his distress call and go to help him. A couple of weeks later the succeeding advert shows the same five co-robots, known as the Herberts (Chief Herbert, Miss Herbert, Stunt Herbert, Clever Herbert and Baby Herbert), go to help Brian. They stop the incinerator at the last moment, saving Brian and continuing the 'Brian' advertising campaigns after they repair him. In 2015, an advert was launched featuring Brian and the Herberts dancing to "Jump on It!" promoting the brand new Brian toy available by buying insurance through In early 2016, two more toys were launched, Miss Herbert and Stunt Herbert, with a corresponding campaign showing both characters competing with each other. On 1 August 2016, the adverts featuring the Robots were scrapped in favour of a new advertisement featuring James Corden.

Sponsorship[edit] has sponsored programmes on ITV such as Ninja Warrior UK, Sunday Night at the Palladium, Celebrity Squares and Catchphrase and The Simpsons on Sky 1. It also previously sponsored the ITV National Weather.


  1. ^ "Insurance firm creates 400 jobs". BBC News Online. 25 June 2008. Retrieved 7 February 2014. 
  2. ^ "Admiral Group plc - Press Release". Retrieved 8 July 2011. 
  3. ^ "Debra Williams quits". WalesOnline. Retrieved 8 July 2011. 
  4. ^ Sion Barry. "Chief executive quits Admiral's". WalesOnline. Retrieved 28 May 2013. 
  5. ^ "Admiral Group PLC - Our Companies". Admiral Group PLC. Retrieved 7 February 2014. 
  6. ^ Alex Brownsell (27 May 2010). "Directgov's Mike Hoban to join as CMO". Retrieved 8 July 2011. 
  7. ^ "PREVIOUS WINNERS". European Search Awards 2014. Retrieved 8 January 2016. 
  8. ^ a b "Site of the Year 2013 - UK Category Winners". Retrieved 7 February 2014. 
  9. ^ "2013/14 Personal Finance Awards Winners Announced!". 2 December 2013. Retrieved 7 February 2014. 
  10. ^ "Firms Celebrate Awards Success". South Wales Echo. Retrieved 7 February 2014. 
  11. ^ "Canmol 2012 Winners". Canmol. Retrieved 7 February 2014. 
  12. ^ "PR Moment Awards 2017 winners South". PR Moment Awards. Retrieved 5 April 2017. 
  13. ^ Noel Bussey (13 November 2008). "Farm lands £25m task - advertising news - Campaign". Retrieved 8 July 2011. 
  14. ^ Anne Cassidy (9 July 2010). " splits with BMB - advertising news - Campaign". Retrieved 8 July 2011. 
  15. ^ a b Parsons, Russell. " introduces animated logo in fresh push | News". Marketing Week. Retrieved 8 July 2011. 
  16. ^ "Kate Armstrong: profile of a PhD student". University of Glasgow Adam Smith Business School. Autumn–Winter 2011. Retrieved 8 August 2013. 
  17. ^ " – Cara Sings Chain Reaction". TV Ad Music. 15 February 2011. Retrieved 8 August 2013. 
  18. ^ "New Confused.Com ad campaign featuring Cara launched". 15 February 2011. Retrieved 8 July 2011. 
  19. ^ Brownsell, Alex (29 May 2013). " overhauls brand in search of 'expert' positioning". Marketing Magazine. Retrieved 30 December 2013. 

External links[edit]