This article is well overdue for an update, but it does still answer the question of how (insurance) comparison websites earn money.
My two cents - the consumer always pays for comparison websites. The three ways of paying are:
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The company listed on the site pays the comparison website a commission. So the consumer pays by being directed to the product that pays the comparison website the most money, instead of the product that is best for that consumer’s needs.
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The comparison website charges the consumer to find out which are the best products in the comparison. i.e. CHOICE.
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The comparison website is a government site eg. privatehealth.gov.au, energymadeeasy.gov.au, greenslips.nsw.gov.au that the consumer paid for through their taxes.
