Gravytrain CEO, Kevin Taylor, was featured in the POSTonline.co.uk and talked about the increasing popularity of aggregator websites like Money Supermarket and Compare the Market. Based on research conducted by Gravytrain, it was found that these two websites ranked the highest for Google searches on car and travel insurance during 1 November 2011 and 1 February 2012; whereas insurers like Admiral, Churchill and More Than ranked between seventh and tenth place.
The purpose of aggregators was to avoid having to visit multiple websites to make comparisons but now there is a need for this to evolve and allow consumers to enter their details into just one site. Kevin suggests websites like Google, which already hold a lot of information with the accounts they have, could become a universal aggregator. He comments, “You have to question Google’s motivation for buying Beat That Quote last year. It runs Google Adviser in the US – a comparison site for credit cards”.
Despite what appears to be initial steps towards this notion of being the aggregator of aggregators, there is the potential risk of bias towards associate products and privacy issues if one hosting facility were to hold an incredibly large amount of data.
You can read the full article in the POSTonline.co.uk digital magazine.