iselect.com.au
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iSelect: The Comparison Engine That Won Australia
How a 25-year-old aggregator built a $165M revenue machine on trust and scale
While tech startups chase the next big thing, iSelect quietly built a financial comparison empire that processes nearly 300K monthly visits from Australians desperately seeking savings. In a market drowning in options, they became the trusted middleman by solving one simple problem: choice paralysis.
"iSelect doesn't sell insurance—it sells clarity. In an industry built on complexity, that's their real product."
The Trust Equation
With 4,732 Trustpilot reviews and a 4.4-star rating, iSelect has mastered the delicate balance of being an aggregator. They don't compete with insurers—they monetize the search. Their 67% organic traffic dominance proves they've become the default starting point for Australian insurance shoppers, capturing intent before competitors even get a chance.
The 25-Year Moat
iSelect's competitive advantage isn't technology—it's time. Operating since 1998, they've built a brand that ranks for 'iselect' with 9,740 monthly searches alone. Their 49,099 backlinks and 29% direct traffic show a business that doesn't need to constantly acquire new customers because Australians already know where to go when they need to compare car, health, or travel insurance.
The data reveals a fascinating pattern: iSelect dominates broad, high-intent keywords like 'car insurance' (294K monthly searches) and 'travel insurance' (282K searches), but they're not trying to be everything to everyone. They're the reliable utility in Australians' financial toolkit—less flashy than fintechs, but far more profitable. Their tech stack is pragmatic: jQuery, Bootstrap, and Google Analytics suggest a company optimizing for reliability over cutting-edge features.
- Captures 67% of traffic from organic search—SEO is their primary growth engine
- Direct traffic at 29% signals strong brand recognition in a crowded market
- 94% of traffic comes from Australia, showing focused geographic dominance
- Top keywords reveal intent: 'car insurance compare' (21K searches) shows users ready to act
The Comparison Kingpin
iSelect proves that in financial services, being the trusted guide can be more valuable than being the provider. Their $165M revenue on 525 employees shows a business model that scales efficiently—no massive underwriting risk, just pure intent capture and monetization.
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5 keywordsHow is Iselect's SEO?
Open Graph Image
https://www.iselect.com.au/wp-content/uploads/2024/04/GHP-Banner-Image.jpg
Meta Tags
iSelect | Compare Health Insurance, Car Insurance, Energy & More
iSelect helps Australians compare and save on their insurance & utilities. Start comparing products from our range of providers by contacting us on 13 19 20
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iSelect
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Reviews (20)
You made it easier for me not to have…
You made it easier for me not to have to chase around trying to find a better deal
They Speak English
Very helpful
Very informative and very patient :)
Very informative and very patient :)
Easy transfer to new provider
Easy transfer to new provider
Brad was brilliant…
Brad was brilliant…. Thanks mate
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About iselect.com.au
iSelect helps Australians compare and save on their insurance & utilities. Start comparing products from our range of providers by contacting us on 13 19 20
Company Overview
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Technology Stack
iselect.com.au uses 23 technologies across their website including Font Awesome, HSTS, PHP, and more.
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PHP
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Cloudflare
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DoubleClick Floodlight, Microsoft Ads, TikTok Pixel, Google Ads +1 more
Traffic & Audience
iselect.com.au receives approximately 289.0K monthly visitors and ranks #104,704 globally. The website has a bounce rate of 34% with visitors viewing an average of 6.6 pages per visit. Users spend an average of 2:10 on the site.
The majority of iselect.com.au's traffic comes from undefined, undefined, .
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