UK performance marketing and data group Decision Tech – owner of consumer comparison sites, including – has been acquired by Group for £40 million.

Decision Tech’s B2B services power several of the UK’s leading home communications and mobile comparison tools such as MoneySavingExpert, as well as offering home communications, mobile and mobile recycling comparison services via its own websites, including

According to the announcement, the acquired company and its 40-strong headcount will continue to operate as an “arms-length” subsidiary business from its Holborn headquarters under the continued watch of current CEO Michael Phillips.

“Our mission from day one was to apply our deep market expertise and technical knowledge to creating the best possible comparison solutions; providing essential tools for partners, and a first-class user experience for consumers looking to save money,” said Phillips.

“Moneysupermarket is excited by our technology, our brands and our team, and this is testament to the focus and drive of our talented staff in delivering our vision.”

New verticals

Phillips added that the acquiring company has a “fantastic heritage” in price comparison, while Decision Tech’s core strategy will remain “unchanged”. That said, working with Group will see Decision Tech expand into new verticals including Energy, Personal Finance and Insurance. Meanwhile, Moneysupermarket will be eyeing Decision Tech’s mobile capabilities according to the group’s CEO, Mark Lewis.

“We said we would be working to take price comparison to users via sites they regularly visit on their mobiles, and Decision Tech’s B2B operation does just that.

”Decision Tech is one of the UK’s leading platforms for helping consumers compare and choose home communications, broadband and mobile phone deals. This is an area people find complex and confusing, and where there are plenty of savings to be made by customers.”

Today’s announcement caps off a fruitful 18 months for Decision Tech, which acquired three sites last year and launched its first SaaS product Fullsight in October, allowing publishers to report, optimise and manage their sites “as if users were converting directly with them”.

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