Sink or swim?

They came from the world of the internet promising cheaper quotes, greater efficiency and more choice, threatening to have the same impact as direct writers - they were, of course, aggregators.

Price comparison sites have existed for some time, and the policy of listing the cheapest provider first fits nicely into the gas and electricity markets, but when this model was adapted to sell general insurance, the gripes began. It has been argued that the policy of cheapest first does not work