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Why a UK comparison site still has a job to do

The case for comparison sites was simpler ten years ago: switch your energy supplier once a year, save a few hundred pounds. That world ended in 2021, when the wholesale gas spike emptied the switching market and Ofgem's default tariff cap became the de-facto price for most households. Switching is back from 2024, but it works differently now — fixed deals from challengers like Octopus, So Energy and Ovo are sometimes cheaper than the cap, sometimes not, depending on the month you look.

That kind of moving target is what comparison content is for. We track Ofgem's quarterly cap, the published fixed-rate offers, and the early-exit fees attached to each, and we update the energy hub when those numbers change. The same playbook applies in the verticals that don't get the headlines. Mortgages: the average two-year fix moved from 1.6% in 2021 to 5.4% in early 2024, and most homeowners haven't re-fixed since the last move — which means there are real savings on the table for the people who do.

Where we put our editorial effort

We don't try to cover every product on every page. Most of our time goes into the verticals where the rules change often enough that the right answer is genuinely hard to find by Googling once. Business energy is one: contract end-dates, deemed rates and broker commissions all matter, and most small businesses overpay by a four-figure annual sum because nobody surfaces the comparison cleanly.

Broadband is another. Ofcom's April 2024 rules on mid-contract price rises forced providers to quote rises in pounds, not percentages plus CPI — which makes the £3-a-month rise from BT meaningfully different from the £2-a-month rise from Vodafone over a 24-month term. Most readers don't see that line on the order confirmation. We do.

Car insurance is the third area we put serious editorial weight behind. The ABI's quarterly premium tracker showed average comprehensive premiums hit a record £995 in 2024 before easing in 2025. The variance between insurers on the same risk profile is now wider than at any point in the last decade. That's not a tooling problem — price aggregators handle the quote engine fine. It's a coverage problem: the cheapest premium increasingly comes with exclusions (agreed-value, breakdown, courtesy car, voluntary excess set high) that look harmless until a claim.

What we don't do

We don't hold FCA permissions to give regulated mortgage or insurance advice; for regulated advice the government-backed service is MoneyHelper. We don't operate a Confidence Code-accredited domestic energy switch. We don't run a clickbait Top 10 generator and we don't paid-rank advertisers. If a vertical doesn't have enough public data to support an honest ranking, we don't publish a ranking for it. The full list of what we are not — alongside how we make money, our editorial sources, and the methodology we apply when we do publish a ranking — is on the About page.