Finance comparison sites have been around since the early the 2000's, and since then have gone on to grow, grow, and keep growing. There are now thousands of finance comparison sites all fighting for position in the search engines to grab your attention. So how do you know which one to use?

You can stick with the big boys, they've been around for years and have market share, but are all of these large sites 100% impartial or do they put various finance product providers in more prominent positions in return for a higher commission, thus encouraging you to click through?

You can look at the smaller fish in the pond, but then do these sites give whole market comparisons or are you not getting access to the full range of products on offer to you, or the best deal? And do such sites offer user-friendly features to encourage you to return? 

A good finance comparison site should be 100% impartial, ideally allow you to save your quotes for quick access upon your return, not bombard you with newsletters every day but instead remember when anniversaries of insurance products (and other related products) and send you short reminders via email to keep you loyal. They should offer some type of incentive to keep you going back to that site - typically most users of comparison sites will go through the site initially to find and buy the finance product from the ultimate provider, but after that point the user will normally just deal with the provider in the future, not therefore having a need or requirement to return to the original finance comparison site for anything further. Chances are the user will click into another finance comparison site in the future because of the amount of competition out there.

Finance Comparison sites really need to start finding new USPs to attract and retain their customers in the future. There are many comprehensive comparison sites on the internet that offer the user whole market comparisons - such as our own Honest Johhny Comparison Site - that also remain completely impartial and allow the user to save quotes and return in the future to renew policies and check out the latest deals, but ultimately the finance comparison market needs to continue to evolve over the next few years into the next generation. Most serve the purpose well currently, but who will take the lead and really stand out from the crowded comparison market in the future? Watch this space.

About the Author

I work with the UK based finance comparison website - http://www.HonestJohnny.co.uk - an impartial UK comparison site that provides the latest deals on banking, loans, credit cards, investments, insurance, pensions and annuities, shopping, mortgages, and remortgages. If you are UK based, you can compare a range of the latest financial products to ensure you find your best deal.

www.HonestJohnny.co.uk - Your Personal Finance Comparison Expert
www.HonestJohnny.co.uk/businessfinance - Your Business Finance Comparison Expert

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