COMPARE THE MARKET BOOKLET

part of the 

How we will win... 

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2

INTRODUCTION 

part of the 

You can’t escape it – household finances are often 

overly complex and dull. So it’s even more important 

that we engage our customers with an entertaining 

and rewarding brand and a service that makes it 

easy for our customers to make the right decisions. 

In turn we will save our customers two of their most 

precious commodities; their time and money. 

We have been incredibly successful over the last ten 

years because we act differently: 

• Our values are our guiding light, they underpin 

our success and are integral to the way we 

operate. 

• Our strategy gives us the clarity and focus we 

need to ensure we continue to set the standards 

to which our competitors can only aspire too. 

Get this right and we will transform a category from 

one that is traditionally dull, transactional and used 

infrequently, to a valued service that is entertaining, 

helpful and rewards loyalty. Where our customers 

feel like members, using us right across the product 

range, knowing they can rely on us to ‘make getting 

it done simples’. 

I very much look forward to your help in what I have 

no doubt will be our next exciting phase of growth. 

Kind regards, 

Paul Galligan 

Managing Director 

• Our customers are at the heart of every decision 

we make, and with over five million customers 

using our site every month, we are focussed on 

making sure we can make a difference amongst 

every UK household. 

How we will win... 3

4

OUR GROUP PURPOSE 

part of the 

We want to create something special in everything we do, from the big 

principles to the smallest details. 

For our people, that’s everything from opportunities to grow and develop, 

to the simple courtesies like holding the door open for a colleague. 

For our customers it’s about first class consumer propositions, from 

innovative products that shake up the markets we’re in, to exceptional 

service every time they contact us. 

And for our communities, its making a positive contribution through our 

CSR activities. 


6

OUR VALUES 

part of the 

Ambitious Creative Authentic United 

We’re obsessive about 

delivering for our customers 

We’re relentless in driving 

exceptional standards 

We act boldly and take 

personal accountability 

We think differently and 

disrupt markets to benefit 

consumers 

We use technology to innovate 

We try new things, fail fast 

and apply our learnings 

We’re open, transparent 

and build trust 

We challenge positively 

We enjoy what we do and 

have fun doing it 

We’re one BGL 

We respect, encourage 

and care for each other 

We work, grow and win 

together 


8

OUR GROUP STRATEGY 

part of the 

Making a difference 

for our customers, 

colleagues 

& communities 

Ambi%ous 

Crea%ve 

Authen%c 

United 

We’re obsessive about 

delivering for our 

customers 

We’re relentless in driving 

exceptional standards 

We act boldly and take 

personal accountability 

We think differently and 

disrupt markets to benefit 

consumers 

We use technology to 

innovate 

We try new things, fail fast 

and apply our learnings 

We’re open, transparent 

and build trust 

We challenge positively 

We enjoy what we do 

and have fun doing it 

We’re one BGL 

We respect, encourage 

and care for each other 

We work, grow and 

win together 

World class digital distributor in markets with high growth potential 

Our 2020 goals 

• Great place to work 

• More than 10m happy customers 

• Giving more back to our 

communities 

• Doubling our size 

Our markets 

• Grow our own brands insurance business 

• Be the No.1 outsourced insurance provider 

• Transform and own UK comparison 

• Être le No. 1 et dominer price comparison en 

France 

• Make life insurance more accessible 

• New ventures that play to our strengths 

How we’ll win 

• Great teams with exceptional people 

• Market-leading brand, data and digital capability 

• Outstanding customer experience 

• Strong partner, supplier and regulatory 

relationships 

• Broader revenue streams 

• Effective cost control 


10

COMPARETHEMARKET.COM VISION 

part of the 

To transform and 

own comparison 

When it comes to household finances, for too long people have been 

poorly serviced and taken for granted. Our goal is to develop a service so 

invaluable that customers won’t want to use anyone else, elevating us to 

be the clear market leader across the product range. 


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COMPARETHEMARKET.COM PURPOSE 

part of the 

We make getting it done simples! 

Progressing from an infrequent, transactional service to an entertaining and 

rewarding relationship that is helpful, personalised and drives loyalty. 

Most people avoid sorting 

their household bills. It’s 

never as straightforward 

as it should be and 

consumers would often 

sooner do anything 

else than review their 

personal finances. 

We know that we can save 

our customers money – and 

that we can help them 

make the right decision in a 

simple, easy way so that they 

can pocket the savings and 

move on... until next time. 

A personalised user 

experience makes the process 

quick, easy and rewarding. 

We want our customers to 

return and have their choice 

of the best products at the 

best prices, right across the 

product range. 

If our customers don’t save 

money, we don’t make money. 

It’s that simple. We want to 

make ‘getting it done simples’ 

for our customers. Encourage 

them to make smarter financial 

decisions that will leave them 

with a smile on their face. 


14

COMPARETHEMARKET.COM OUR AMBITION STRATEGY 

OUR OUR 

OUR 

AMBITION 

AMBITION 

 

 

Transform Transform and and and own own own comparison 

Moving away from a once a year purchase to customers who come back time 

WHY WHY WE WE EXIST EXIST 

and time again thanks to the entertaining WHY WE EXIST and rewarding service that is helpful, 

personalised and rewards loyalty. 

PROPOSITION 

We 

We 

We make 

make 

ge(ng 

ge(ng it 

it 

it done 

done simples! 

simples! 

 

 

HOW HOW WE WE WILL WILL WIN WIN 

HOW WE WILL WIN 

part of the 

OUR OUR GOALS GOALS 

OUR GOALS 

Customer love love One One team Commercial success 

Customer love One team Commercial success 


16

BRAND PROPOSITION 

part of the 

We give our customers every reason to choose us over anyone else. 

Drive brand fame and 

affection 

Rewards 

Our service will meet 

consumers’ needs 

A brand with the best prices 

We deliver entertaining 

and exciting advertising 

that makes our customers 

want to engage with us. 

Thanking our customers 

for switching a product 

using our service will 

encourage consumers to 

take action. 

We are helpful and 

transparent with our service 

so that our customers can 

make the right household 

finance decisions. 

We work hard to get our 

customers the right product 

at the most competitive 

price. 


18

CHANNEL DISTRIBUTION 

part of the 

Winning in all channels of 

distribution 

Having developed the best service in the market, we will excel in 

communicating this to our consumers. We will do this by being the 

most visible and accessible provider across the product range. 

Lead the way in 

making our services 

available on mobile 

Always appear first 

in online searches 

Remain front of mind 

when consumers are 

looking to purchase 

any of our products 

whether that’s on 

TV, through digital 

channels and 

partnerships 


20

VALUE AND REWARD LOYALTY 

part of the 

Our customers use us more frequently to save money right across 

the product range. 

Our rewards programme makes our customers feel like 

members. Our service remembers and is personalised for 

them, which makes it easier to get great value and service 

whatever their need. As a consequence they use us more 

frequently. 


22

CAPABILITY 

part of the 

We want talented and creative 

people. We help them be the best 

they can be by investing in them and 

their future. We strive to create the 

best environment to work in. 

We know our customers better than 

anyone else. Our insights team and 

capabilities, coupled with our first 

class user experience, allows us to 

offer a personalised service, making it 

easier for our customers to save time 

and money. 

Access to the latest technology 

ensures our teams can continue to 

develop our user experience. This 

means our service is simple, reliable 

and always available. 


24

OUR GOALS 

part of the 

We will know when we have been successful when we reach 7 million customers 

who are saving time and money on two products or more and our customer 

bonding score will outshine the category by some margin. 

Customer love 

30% bonding 

One team 

82% Engagement 

Commercial success 

7m customers 

2 products each 


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OUR STRATEGY 

part of the 

OUR OUR OUR AMBITION 

Transform and and and own own own comparison 

 

WE WHY WHY WE WE EXIST EXIST 

We We make ge(ng it it it done simples! 

 

HOW HOW HOW WE WE WE WILL WILL WILL WIN WIN 

 

PROPOSITION 

OUR OUR OUR GOALS GOALS GOALS 

Customer love One team Commercial success 

Customer 30% bonding love love love One One One team team 82% 7m Commercial customers 

success 

 

Engagement 

2 products each

COMPARE THE MARKET BOOKLET

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