Comparison site GoCompare is officially rebranding to Go.Compare. Here’s why the popular UK brand is betting on the new top-level domain.
GoCompare has rolled out a new name and logo. The UK insurance price-comparison site now goes by Go.Compare, ditching its formerly traditional domain for something punchier, and consumer friendly.
This means its millions of customers who wish to visit the website will now have to simply type “Go.Compare” on any device to access the online brand.
The comparison website empowers consumers to compare the costs and features of a wide variety of car and home insurance policies, financial products, holidays, and much more. And as shoppers have become savvier than ever about finding the most attractive deals online, the company is prepared to meet their needs under its new URL and logo.
The online brand has used GoCompare.com since 2006, and from its new logo to its new campaign, the company is ready to celebrate its rebrand to Go.Compare. The company also uses the new branding in all its social media handles.
Paul Rogers, Director of Brand and Campaigns at Go.Compare, explains the brand’s big decision to bring .compare into the mix. “All you need to know now is Go.Compare and you’re there,” he said in a company statement. “It’s basically taking out the middleman and making it easier for people to find us directly, which is in-keeping with the brand’s legacy, which has always been about cutting out the middleman and making it easier for people to take control of their finances.”
In other words, Go.Compare is all about making it easier for customers to find them quicker and easier.
Go.Compare’s services are critical these days, especially as the UK economy remains shaky since the pandemic. “Now, more than ever, services such as Go.Compare are a powerful proposition for bill payers,” Rogers said in the press release. “There are still people who don’t switch their outgoings and still possibly pay more than they have to for things such as insurance, mobile phone bills and broadband. In a time when we’re all looking to cut costs, it can really help shave a bit extra from the monthly bills.”
Its mission to empower insurance consumers aside, Go.Compare is popular for another reason: its fun TV ads starring operatic tenor “Gio Compario,” played by actor Wynne Evans.
The Internet company is in tune with customers’ online shopping needs, as well as their need for a good laugh. The new logo debuted on TV and the website early last month. And as a sponsor of “The Voice UK,” the new logo was unveiled in one of the episodes. In it, Go.Compare’s operatic tenor Gio Compario, and the actor who plays him, Wynne Evans, were both in the judging chairs as people auditioned for them. Viewers can follow them on their serious quest to find a new voice to help them sing the new Go.Compare jingle and play the ‘dot’ in the new website address.
Check out the new jingle here.
“Go.Compare has always had a lot of fun with its branding, personified by the larger than life character of Gio,” Roger added. “With the new addition of the ‘dot’ in the brand name, we’ve been able to have even more fun with it, and evolve the story of Gio even further.”
Incorporating the rename and relaunch into its sponsorship of “The Voice UK” goes hand-in-hand with Go.Compare’s goal to build interactive campaigns, and connect with its millions of visitors. Go.Compare is the second biggest UK comparison website providing 24 million quote comparison details for all of life’s financial products, from business insurance to pet insurance, and even provides tools on comparing broadband speeds and opening your first bank account.
Rogers continued in the release: “Gio has been around since 2009 and has starred in over 125 ads. While it’s no secret that he’s annoying to some, you can’t deny his longevity and fame. He’s evolved with the business and we continue to tell his story, which grows alongside the Go.Compare comparison business. I love that he is continuing to evolve as our brand mascot, as we continue to develop the brand itself with the new Go.Compare logo and website.”
While its branding and campaigns are fun, Go.Compare takes its mission of transparent pricing information seriously, as a member of the British Insurance Brokers’ Association (BIBA); it is also authorized and regulated by the Financial Conduct Authority (FCA). At the end of the day, the company exists to not only help people find the best prices, but the best quality products out there. And its rebrand to Go.Compare is just one small step in making itself more accessible and easier to find for those who need their website most.