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WHO IS IT? Go Compare, perhaps best known for its opera-singing adverts, is a price comparison site founded by mum Hayley Parsons at her kitchen table.

It allows consumers to compare the price of products, and charges providers a fee when one of their products is sold though the site.

WHAT’S THE LATEST? The company is looking to expand outside its traditional insurance stronghold – specifically into household gas and electricity and consumer finance.

WHO BACKS IT? Parsons sold her stake for £44m in 2014. Now the business is backed by names including Fidelity International and Jupiter Asset Management. Insurance tycoon Sir Peter Wood has a 25.6pc stake.

WHY YOU SHOULD INVEST Laith Khalaf, investment analyst at Hargreaves Lansdown, says: ‘Strong cash generation and steady earnings growth means debt has been kept under control, and the extra headroom gives Go Compare the ability to fund investment and dividends. The comparison industry seems set to grow in the coming years, as more consumers move online to find the best bargain.’

...AND WHY YOU SHOULDN’T Though price comparison sites are becoming increasingly mainstream, it doesn’t necessarily mean that Go Compare will benefit.

Khalaf explains: ‘Go Compare itself may be seen as a first wave digital disrupter, but that doesn’t offer immunity from becoming disrupted yourself.

‘Indeed, recent reports Amazon may be looking to shoulder its way into the UK price comparison site market should be a bit of a worry for incumbents like Go Compare.’