Aggregators choose quality

Price comparison websites are moving towards product quality based information rather than just price judging by an increase in demand for whole of market data from Defaqto.

In the past year the independent financial research firm has forged many new partnerships with leading price comparison and aggregator websites who are placing significant commercial importance and value in providing their consumers with whole of market information from an independent source.

Warren Hunter, Sales manager for Digital Information Services at Defaqto says: "it is the independence of Defaqto that has contributed to its success in the area of Digital information Services. We are the logical partner of choice for those websites and aggregators who want to differentiate themselves in the market and show true transparency and value to their customers."

Traditionally the focus by many aggregator websites has been on promoting the lowest price, with less attention being paid to policy cover or benefits offered by a particular product. However, the growing demand for Defaqto's Digital Information Services reflects the move by these websites to respond to this. Earlier this year the focus on price over quality of products was identified by the FSA, as one of the biggest issues with aggregator and price comparison websites.

The success also echoes the growing demand by consumers to be able to choose a financial product that is right for their needs rather than those with the lowest price.