How we make money

When you complete an enquiry and choose insurers to hear from, we pass your details to those insurers and they pay us for the introduction. It is called lead generation, and it is our only source of revenue.

You never pay us anything. The tools, the guides and the comparison data are free and stay free, whether or not you ever enquire.

This is the part that matters, because it is where most comparison sites quietly bend.

• It does not buy a ranking. Our insurer data comes from published Ombud complaint records. An insurer cannot pay to look better in it, and we would not have a business worth running if they could.
• It does not decide who you see. You pick which insurers receive your details. We do not pre-tick, we do not reorder by who pays most, and nobody you did not tick gets your details.
• It does not shape the guides. Our tracker guide says nobody publishes a credible discount figure. Our fibre page says the provider whose prices we show is not necessarily the cheapest. Neither is good for business, and both are true.
• It does not buy a mention. We do not take payment to include a company in a comparison or to leave one out.

We are paid when you enquire, so we obviously want you to. That is a real incentive and pretending otherwise would be silly. What we have tried to do is make the enquiry worth making rather than hard to avoid: no email wall on the tools, no fake countdowns, no pre-ticked boxes, and the answer to your question before the form rather than after it.

If a page ever reads like it is pushing you toward a form instead of answering your question, that is a bug. Tell us.

• Every figure we publish carries its source and the date we checked it. Follow the links.
• Our editorial policy sets out what we will and will not publish, including our corrections policy.
• Where nobody publishes a reliable number, we say so instead of inventing one. There are several places on this site where the honest answer is that the data does not exist.

If we ever add another way of making money, this page changes first, and it will say what it is in the same plain terms. We would rather lose a deal than have this page become quietly untrue.