Compare the Market vs GoCompare:Which is searched more in United Kingdom?
In September 2026, Compare the Market had more branded searches than GoCompare among insurance comparison sites in United Kingdom. Compare the Market was estimated to have 1.5M branded searches compared to GoCompare’s 673K, and held a 53.6% Share of Search versus GoCompare’s 24.1%.
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Which is more popular in search, Compare the Market or GoCompare?
Compare the sites people compare insurance on. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Compare the Market, GoCompare. The figures are in the table below the chart.
View monthly share of search table
| Month | Compare the Market | GoCompare | MoneySuperMarket | Confused.com |
|---|---|---|---|---|
| Oct 2025 | 51.2% | 28.2% | 18.9% | 1.7% |
| Nov 2025 | 49.2% | 27.1% | 22.1% | 1.6% |
| Dec 2025 | 54% | 24.3% | 19.9% | 1.8% |
| Jan 2026 | 54.3% | 24.4% | 19.9% | 1.5% |
| Feb 2026 | 54.3% | 24.4% | 19.9% | 1.5% |
| Mar 2026 | 51.1% | 28.1% | 18.7% | 2.1% |
| Apr 2026 | 53.9% | 24.2% | 19.8% | 2.2% |
| May 2026 | 53.9% | 24.2% | 19.8% | 2.2% |
| Jun 2026 | 53.9% | 24.2% | 19.8% | 2.2% |
| Jul 2026 | 53.9% | 24.2% | 19.8% | 2.2% |
| Aug 2026 | 53.9% | 24.2% | 19.8% | 2.2% |
| Sep 2026 | 53.6% | 24.1% | 19.7% | 2.6% |
How has the Compare the Market and GoCompare comparison changed over the last 12 months?
3 findings
- Compare the Market was ahead of GoCompare in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Compare the Market’s estimated Share of Search among insurance comparison sites in United Kingdom moved from 51.2% to 53.6%, and its estimated monthly branded searches moved from 1.2M to 1.5M.
- Across the 12 months ending September 2026, GoCompare’s estimated Share of Search among insurance comparison sites in United Kingdom moved from 28.2% to 24.1%, and its estimated monthly branded searches held steady at 673K.
How did search popularity change for United Kingdom insurance comparison sites in September 2026?
1 change
Estimated monthly branded searches for Compare the Market in United Kingdom rose 23% over 12 measured months, from 1.2M to 1.5M in September 2026.
Other head-to-heads among insurance comparison sites
How each brand is measured
Brandwave collects information about searches that people make online using Compare the Market’s and GoCompare’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Compare the Market
1 branded search term
- compare the market
GoCompare
1 branded search term
- gocompare
Put your own brand in this comparison
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