Admiral Group plc (AG) engages in car insurance and the company also owns one of the leading UK price comparison websites called Confused.com. UK is AG’s main market where it has a 10 % share of the private car insurance market with more than 3m vehicles insured. The company also provides car insurance and price comparison websites in Spain, Italy and France. AG is also active in the car insurance business in the USA. The company uses its price comparison websites as a way to find new customers and to distribute its products. At the moment the websites are struggling but the launch of a new marketing campaign will change this according to AG. The costumers of the car insurance market are very price sensitive, used to shopping around and have low costs of switching insurance provider. This means that in order to stay competitive AG must focus on keeping low costs coupled with a good reputation. Currently, the company has a lower combined ratio than its peers, zero debt and a substantial part of the contracts are reinsured which gives the company a low insurance risk profile.