Surely the whole point of being able to do a comparison of all the available offerings is to find the deal that best suits your purpose? What better way than having all the details together thus only needing to visit one website?
Now you and I both know that buying decisions often aren't made based on price alone. If that was the case no-one would spend their hard-earned money on luxury holidays, expensive cars or big houses.
On the other hand, by excluding prospects who are price driven (apple buyers), it becomes possible to offer premium priced products to a smaller, more targeted audience (orange buyers). People who expect superior service and are prepared to pay more to get it.
So, as long as those insurance companies who opt out of the price comparison websites are indeed offering superior services and lots of extras, both apple buyers and orange buyers will be happy.
But .... perhaps there's another reason why not every insurance policy wants their prices to be scrutinised.
Recently I cancelled a long-standing policy from one of the 'opt-out' insurance companies. They offered me a £50 reduction if I stayed with them - for exactly the same policy. I'm still fuming that customer loyalty seems to be penalised rather than rewarded.
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