What inspired your team switch to Go.Compare? Give us a behind-the-scenes into what went into that big decision?

Paul Rogers, Director of Brand and Campaigns at Go.Compare, explains the brand’s big decision to bring .compare into the mix. “All our customers need to know now is Go.Compare and they’re there,” he said. “It’s basically 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.”

How does the new web address align with your company’s marketing strategy?

Go.Compare is all about making it easier for customers to find them quicker and easier. Go.Compare’s services are key for consumers in the current climate, and it is 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.”

How does the new web address align with the company’s mission?

The new logo debuted on TV and the website in September. 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,” Rogers 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.”

What is the plan for the .com website? Will the old website redirect to the new site? What is the transition plan?

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 provides comparison services 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.”

Explain how the web design and branding speaks to the Go.Compare mission to simplify insurance.

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 authorised 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.