Price Comparison Website Tracker: May 2026

Research evidence excerpt

Price Comparison Website Tracker: May 2026

UK | Internet EquityMayResearch20, 2026

Exhibit 1 - Total web traffic growth trendPrice Comparison Website Tracker: May 2026 60%

In this month's PCW Tracker, we tested all three PCW apps on ChatGPT and 40%20%

0%found the experience underwhelming for various reasons. This is unlikely to

be the final iteration of agentic commerce, and improvements are likely to (20%)(40%)

Apr-24 Oct-24 Apr-25 Oct-25 Apr-26

comparethemarket.com moneysupermarket.comcome. Elsewhere, April's inflation data and pricing commentary from major gocompare.com confused.com

Source: Similarwebinsurers are both positive indicators for increasing switching activity. This . uswitch.com

is a positive catalyst for both MONY and FUTR. Exhibit 2 - Motor insurance premium inflation

continues upward trajectory

Insurance premium pricing growthWhy read this note? This is a monthly tracker of key trends and drivers in the Price Comparison

Website (PCW) sector, including inflation, web, and advertising data. 40%

20%

Tracking AI Activity. The launch of ChatGPT apps by GoCo and CompareTheMarket allows us

to test all three PCW apps. We found the apps underwhelming due to the difficulty in getting 0%

Jan-17 Jan-19 Jan-21 Jan-23 Jan-25them to work correctly and the variance in the quotes generated. We also question whether (20%) Household Content Travel

this would be the final iteration of agentic commerce, given anecdotes from various global .Source: ONSMotor Vehicle Average Growth

platforms about low usage of ChatGPT apps but growing usage of AI features on their own

platforms.

Tracking Advertising Spend. We see no evidence of PCWs increasing adverts on Google and

believe PCWs may become more opportunistic in allocating advertising budgets.

Tracking Web Activity.