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When you aim to car insure cheaply, as most do, using a price comparison service is a powerful, effective and fast route to finding these cheap prices. That is why comparison systems are the most used type of insurance service that motorists use to car insure in the UK.

There is an issue, however, flagged up by the FSA among others, that these services have an over-emphasis on price, treating quality of cover as a very much secondary concern.

Certainly, getting adequate
car insurance policy information, if it's there at all, from a price comparison site in terms of more detailed inclusion and exclusion criteria for each policy considered when you seek to car insure on an informed basis, leaves much to be desired.

More often than not, the sensible motorist that does not simply opt for the lowest priced quote without scrutinising cover, will find that he needs to check out several insurance company websites direct to properly compare policies.

As you become more interested in the quality of cover when you car insure, a price comparison site starts to become a less efficient route for you to car insure quickly, and indeed, going direct becomes a more attractive and prudent choice. This is because the leading car insurers presented here provide quality cover at a competitive price and it shouldn't take long to find an excellent level of cover at low cost.

Until price comparison sites make it easier to compare like with like policies, they will remain less useful to those looking for a better level of cover when they car insure online.

It is interesting that many who have used a price comparison system to car insure return to direct insurance quotes next time around. Others, often because of the quality versus price issue, have decided to maintain quality control themselves by always going direct. No doubt, they acknowledge that they may pay a bit more, but they see this as an appropriate approach to getting the best cover.

Has there been, from a consumer's perspective, a somewhat counter-productive and excessive movement towards the cheap and cheerful end of the insurance quality spectrum? We would say, yes, there has been, almost entirely driven by the price comparison movement's over-simplified and rather propagandist standpoint that price is the only important factor determining the policy you pick when you car insure in the UK.

Don't be blinkered into their narrow view, a view which is entirely driven by their commercial aims, despite their prominent promotional campaigns that would have you do just that.


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