Which? and MoneySuperMarket partner on insurance comparison service
The new platform will add independent policy ratings to insurance searches, with travel insurance integration scheduled to begin in August
Which? has partnered with MoneySuperMarket to introduce a co-branded insurance comparison service that will incorporate the UK consumer organisation’s ratings and policy analysis into the purchasing process.
The platform launches today (14 July) with car and home insurance, while travel insurance is expected to be added in August.
Under the partnership, consumers will be able to view Which? customer scores and endorsements alongside comparison results, sort policies using Which? ratings, and filter for Recommended Providers and Best Buys.
Additional policy information will also be available through expandable sections within individual results.
The development signals a shift beyond price-led comparison towards greater emphasis on product quality, policy wording, and customer experience.
Comparison websites have long been an important distribution channel for travel insurers. Still, the market has also faced scrutiny over whether headline premiums allow consumers to assess differences in coverage, exclusions, and service standards.
Embedding independent analysis into the buying journey could help consumers distinguish between policies that appear similar on price but provide materially different levels of protection.
The partnership also reflects wider pressure on insurers and distributors to support better-informed purchasing decisions. Travel insurance products can vary significantly in areas including medical limits, cancellation protection, pre-existing condition cover, and claims support, making clear product information particularly important.
Phil Amy, Commercial Director at Which?, said the partnership was intended to make its research available at the point consumers select a policy. “By embedding our rigorous research and customer insights right at the point of purchase, we are addressing a critical market gap and empowering consumers to make better choices.”
The service will be available to all users, with MoneySuperMarket providing the underlying comparison technology and Which? supplying its research, scores, and endorsements.
The announcement follows wider industry discussion around improving consumer understanding of travel insurance products, explored in ITIJ’s recent feature, Educating travel insurance customers: whose job is it anyway?