I think you are probably right, the big insurers that do not feature, will also start comparing. Aviva are doing this now, and not sure if they were when you wrote this post. If not, then great prediction.

But I’m all for companies that do not feature on comparison sites, as long as they can pass on the savings to their customers. The latest research is showing they do, and many people can save moeny, although for many others, comparison sites will always be best.

I started my site to raise awareness, after my own personal experience.