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Comparisons aren’t trusted

Consumers are unimpressed with price comparison sites according to a survey by Which? Money in which no site scored higher than 50 per cent.

Which? Money found that the average customer satisfaction score for the websites is lower than for any other financial sector it has surveyed.

Which? members express a lack of trust in comparison sites. Only three in 10 say they trust them to find the best price available while two-thirds think they would be presented with products that make the websites the most commission.

A quarter say they did not buy through a comparison site because they found a cheaper quote elsewhere and 12 per cent say they are unhappy with the quotes they were given. Even after searching for products on comparison sites, more than half say they bought the product direct from the provider.

The most popular sites are, and

Which? Money editor James Daley says: “We found that using financial comparison sites is clearly not a happy experience for many as all the sites in our survey got low customer scores. It makes sense to go to more than one site and be aware that some companies are not featured.”


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