The underwriter supporting a new car insurance comparison service has defended the project following criticism from major insurers.

Suncorp, IAG and Allianz expressed concern after the launch of compareinsurance.com.au, arguing such websites do not give consumers enough information.

They intend to take action after their brands were displayed on the site without permission.

But Auto & General, underwriter for four brands included in the site’s car insurance quotes section, says comparators make it easier for consumers to shop around.

“Auto & General has pioneered involvement in this sales channel and we are proud to compare our brands’ products and prices on aggregators,” GM Partnerships Chris Wright told insuranceNEWS.com.au.

“We only work with… licensed and regulated aggregators to ensure consumers are protected.

“We look forward to a time when the big insurers will participate in open, transparent price and feature comparisons to bring real choice and competition for the benefit of Australian consumers.”

Changes were made to the website after concerns were raised that it implied the major insurers were included in the quote comparisons. Suncorp is still unhappy with the use of its branding, and says it is in the process of contacting the site to demand its removal.

Compareinsurance.com.au Associate Director Natalie Ball says the site includes as much information about policies as an insurer’s website.

“For insurers, comparisons are a highly targeted, cost-effective marketing channel,” she told insuranceNEWS.com.au.

She says by not being present, insurers are missing out on the opportunity to be fairly presented to someone actively looking to purchase insurance.

“A brand’s willingness to be compared side by side builds trust in the customer and demonstrates that they are not fearful of transparency.”