Does your logo matter on price comparison websites (aggregators)?

Yes, your logo matters on price comparison websites. In a results table of near-identical prices, the logo is the strongest recognition signal a buyer sees, and recognition wins the click.

Buyers scan a PCW table in seconds, and when two rows are a few pounds apart they pick the name they know. The logo is the trigger for that recognition, which means the brand advertising and PR you run away from the panels quietly converts on them.

Treat the logo itself as conversion collateral. It has to be legible at thumbnail size, consistent with everywhere else the buyer has seen you, and distinct in a column of lookalike marks. A logo that renders as a smudge in the results row costs sales nobody ever attributes to it.

The practical takeaway: your logo works on the panel as hard as your price does. Insurers who treat PCWs as a pure pricing game leave that entire lever unpulled.