How to become less reliant on price comparison websites (aggregators) in insurance?

You become less reliant on price comparison websites by building the brand, search visibility and retention that bring buyers to you directly, so aggregators become one channel rather than the whole business.

PCW reliance is a margin problem. Every sale pays commission, and competing on a price-sorted table drags pricing down across the book. The way out is not leaving the panels; it is growing the direct share of new business alongside them.

The levers all point the same way: topical authority and SEO so you own the questions buyers ask before they compare, brand and PR work that makes people search your name instead of a generic term, direct-only value like multi-policy benefits or standout service, and retention strong enough that the book compounds instead of churning back to the comparison table every year.

Track direct share of new business quarterly and treat it as a board metric. Every point of mix you move away from the panels is margin coming home.