Price Comparison Sites,
according to AI
Every week we ask ChatGPT, Claude and Gemini the questions real UK consumers ask about price comparison sites — and record exactly which brands they put forward. Right now, Money.co.uk owns the conversation.
0 AI answers this run · 0 brands named · measured, never estimated
Money.co.uk is the default answer.
Named in 27% of price comparison sites answers, typically in position 1.6. Compare the Market follows at 13%, MoneySuperMarket at 12%.
Every brand AI names, ranked.
Visibility is the share of answers naming the brand; citation share is its slice of all brand-owned pages cited; read→cited is how often its pages convert a read into a citation.
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Money.co.uk | 27% | 1.6 | 4% | 0% |
| 2 | Compare the Market | 13% | 1.6 | 6% | 50% |
| 3 | MoneySuperMarket | 12% | 2.6 | 16% | 75% |
| 4 | Confused.com | 10% | 2.7 | 10% | 100% |
| 5 | Money Saving Expert | 7% | 1.3 | 43% | 50% |
| 6 | Go-Compare | 7% | 3.5 | 0% | — |
| 7 | Go.Compare | 7% | 4.5 | 6% | 50% |
| 8 | Tesco Bank | 3% | 2.5 | 2% | 100% |
| 9 | NimbleFins | 0% | — | 2% | 100% |
| 10 | Quotezone | 0% | — | 2% | 50% |
| 11 | Uswitch | 0% | — | 10% | 60% |
Money.co.uk is named most. That is not the same as being wanted.
Being named is visibility. Underneath it, every answer describes a brand in three ways — how much it stands out, how much it belongs, and how much it is returned to. In price comparison sites, Money Saving Expert leads affinity at 120 against Quotezone at 88, indexed on the category at 100.
Each whorl lights one ring per index threshold cleared. See the full price comparison sites desire edition →
The referees of price comparison sites.
The independent sources AI models cite when answering price comparison sites questions — the places a brand needs to be seen, reviewed and ranked.
MoneySuperMarket converts reads into citations. Money Saving Expert doesn't.
When Claude or ChatGPT opens a brand's own pages while answering, does the page make the cited-sources list? MoneySuperMarket converts 75% of reads; Money Saving Expert just 50%. That gap is a content problem, not a visibility problem.
Full data table
| # | Brand | Visibility | Avg. position | Citation share | Read→cited |
|---|---|---|---|---|---|
| 1 | Money.co.uk | 27% | 1.6 | 4% | 0% |
| 2 | Compare the Market | 13% | 1.6 | 6% | 50% |
| 3 | MoneySuperMarket | 12% | 2.6 | 16% | 75% |
| 4 | Confused.com | 10% | 2.7 | 10% | 100% |
| 5 | Money Saving Expert | 7% | 1.3 | 43% | 50% |
| 6 | Go-Compare | 7% | 3.5 | 0% | — |
| 7 | Go.Compare | 7% | 4.5 | 6% | 50% |
| 8 | Tesco Bank | 3% | 2.5 | 2% | 100% |
| 9 | NimbleFins | 0% | — | 2% | 100% |
| 10 | Quotezone | 0% | — | 2% | 50% |
| 11 | Uswitch | 0% | — | 10% | 60% |
The models do not agree on who leads.
Ask about price comparison sites and the brand you are shown depends on the assistant: Claude → Money.co.uk, Gemini → Money.co.uk, ChatGPT → Money Saving Expert. Their top-five lists share just 25% of names.
Brands whose visibility swings most between models — the bar per model, widest gap on the right.
The data behind this chart
| Brand | Claude | Gemini | ChatGPT | Spread |
|---|---|---|---|---|
| Compare the Market | 0% | 35% | 5% | 35pp |
| Confused.com | 0% | 30% | 0% | 30pp |
| Money.co.uk | 30% | 35% | 15% | 20pp |
| MoneySuperMarket | 10% | 20% | 5% | 15pp |
| Go.Compare | 0% | 15% | 5% | 15pp |
| Go-Compare | 0% | 15% | 5% | 15pp |
| Money Saving Expert | 0% | 5% | 15% | 15pp |
| Tesco Bank | 5% | 0% | 5% | 5pp |
Nineteen more categories.
Method: 20 unbranded consumer prompts per category, spread across the buying journey, run weekly against ChatGPT, Claude and Gemini. Read→cited uses Claude and ChatGPT only (Gemini does not separate the two). Correlational observations of model behaviour at the time of the run. Data from the run completed Wed, 02 Sep 2026 09:27:06 GMT.