INside Performance Marketing
'Powerful' New Partnership Takes Off

'Powerful' New Partnership Takes Off

Performance marketing specialists OMG have inked a new deal with a financial research and software company specialising in rating, comparing and analysing financial products and funds.

OMG’s offshoot, OMG Compare, which allows publishers to earn commission from finance comparison tables on their websites, has joined forces with Defaqto - one of the leading providers of financial product and funds data in the UK.

Thanks to Defaqto’s support, OMG Compare says it can offer publishers a new kind of comparison service, built around the needs of consumers.

Business Development

OMG said the ‘powerful’ new relationship will aid the development of the business in 2013 as it plans to launch version two of the comparison tables - with a single minded focus to increase consumer engagement and conversion, ‘via retail-like filters’ that match consumers to the most suitable products for their circumstances.

OMG’s commercial director, Stephen Rumbelow, said: “OMG Compare is a fundamental part of OMG’s 2013 growth strategy and we are delighted to have partnered with an organisation who shares our vision for revolutionising the way consumers search, compare and buy personal finance products online.”

New Segments

OMG Compare was designed to help OMG’s finance merchants broaden their marketing mix and reduce the reliance on single channels such as aggregators, by opening up new segments to drive incremental sales.

The comparison service launched in 2011 and is now live with more than 50 publishers, including TopCashback, Discount Vouchers and MyVoucherCodes.

OMG, which has operations across the UK and Europe, chose to work with Defaqto as it has the largest whole of market database - with more than 17,500 retail financial products across 2,000 providers, spanning nearly 160 product types.

Pippa Chambers

Pippa Chambers

Freelance News Journalist at PerformanceIN - working to source the latest and breaking news in performance marketing. 

From newspapers to national B2B magazines and technology reporting, I have covered a variety of genres. NCTJ/NCE qualified.

Please email me at and follow me @PippaC1

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